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Mosaïcultures: a growing success

Mosaïcultures: a growing success

More than 10 years after making its debut on the international stage, Montreal once again welcomed Mosaïcultures Internationales de Montréal 2013 to the Botanical Garden. With a theme of “The giants of the horticultural world are a cut above”, the event surpassed all its objectives in attracting more than 1 million people and injecting $35.3 million into the Quebec economy.

Upperkut developed the graphic signature, the event tagline, the advertising campaign, (posters and print), the graphic platform, signage, promotional products, as well as the website and social media.

At the same time an international competition, an exhibition and a performance of the horticultural art, the event was a fantastic success and one of the most popular tourist attractions in Quebec. “By the end of the event on November 15, we had attracted 1,015, 666 visitors,” Lise Huneault, director of communications and marketing for MIM 2013 proudly reports.

Traditionally, horticultural exhibitions attract a certain public. In our communications we highlighted the grandiose nature of the competition, in order to appeal to a larger audience,” revealed Serge Leathead, Upperkut’s president. “What’s more, we provided a special place for Frédéric Back’s work, L’homme qui plantait des arbres, one of mosaïcultures’ leading lights. Furthermore, Marc Hallé, Upperkut’s studio director, had the pleasure of working with Mr. Back, a few months before the great artist passed away at age 89. “It was a privilege to discuss with him the process of ideation while preparing a work, whether it be for film or advertising,” recalls this creative maestro, pleased to have contributed, along with his team, to the success of an event of this stature.

The not-for-profit organization Mosaïcultures Internationales de Montréal was created in 1998 to put on the first edition of Mosaïcultures Internationales. Its mission is to promote horticulture as an expression of the values of the new millenium and a significant element in the urban landscape.

Upperkut launches a knock-out book on the future of boxing

Upperkut launches a knock-out book on the future of boxing

Passion. Determination. Cool. That’s what allowed Alexandre Choko — boxer, trainer, and fight promoter — to get exclusive interviews with 55 stars of the ring, among them Oscar De La Hoya, Sugar Ray Leonard, Mike Tyson  and Joe Cortez, and to put together,  in collaboration with Upperkut, a stunning, 324-page coffee table book with 600 photos illustrating great moments in the history of professional boxing.

Upperkut’s mandate was to handle the artistic direction and the production of this immense project that took several months to complete. To write The Future of Boxing, the author travelled the globe for several years in order to meet with boxers, trainers, referees, and other major figures in the world of boxing.

For its part, Upperkut deployed an organizational strike force and set up a well-oiled production machine so that Choko’s dream could become a reality. The result packs a real punch. Fabulous photos, slick layouts, typography (named “Knock-out”) inspired by boxing posters both present and past, and a stunning souvenir box. Boxing fans and commentators were wowed. So was the client.

“When Alex Choko arrived in our offices one morning in 2011, we knew after a few minutes we were going to get onboard with this crazy project,” remembers a smiling Marc Hallé, Upperkut’s studio director, who directed the entire artistic team and supervised everything down to the smallest details.

“The client’s enthusiasm was infectious, and this larger-than-life project could not have been taken on by anybody else than this pillar of Quebec boxing,” recalls Serge Leathead, Upperkut’s president. “We already had significant experience with large-scale mandates, but I have to say that having the opportunity to work on a project that would allow us to shake hands with a legend like Jake LaMotta, the Raging Bull of Scorsese played by Robert de Niro, and even Sugar Ray Leonard, was impressive. All the more so because the agency bears the name of a boxing punch. We just had to jump into the ring, as it were.”