A few weeks before being reunited with its fans at Stade Saputo, CF Montréal unveils its advertising campaign for the 2022 season, presented by BMO. The result of an extensive process that involved employees, players, technical team, supporters and partners, this campaign highlights the deep connection between fans and players. Designed by PIGEON Brands, the campaign roots itself in the rallying song chanted by fans to celebrate their team and energize the players: Allez, Allez, Allez.
The passion for soccer
Simple yet powerful, the concept articulates itself around one of soccer culture’s main elements: Passion. It is part of the organization's desire to pay tribute to its supporters and emphasize the strong emotions this sport produces. It also highlights an important component linked to the Club’s history and identity: the color blue.
“Soccer is about emotion," says Jean-François Béliveau, co-creative director of 360 at PIGEON. Both players and fans are passionate about it. We wanted the campaign to echo this notion by illustrating moments of pure emotion. We also wanted to reach fans in an engaging and powerful way.”
“Overlaying the campaign's signature "Allez, Allez, Allez" with the name CF Montréal was a natural choice in our creative process. What better way to illustrate the supporters’ passion than that great rally chant sung with pride in Montreal," continued Jean-François Béliveau.
The symbolic words Allez, Allez, Allez (Go, Go, Go) are found visually behind the players in action, as they come down from the crowd supporting its team. The simplicity and written repetition of the word Allez immediately triggers the chant in the head of anyone who has ever been to a CF Montréal home game, naturally recalling the characteristic and unique excitement experienced at Stade Saputo.
The campaign specifically signals to fans that the squad is 11+1 during home games. The players evoke emotions, the crowd pushes them to give it all.
The Club's motto evolves: Tous ensemble, droit devant (Together straight ahead) is a unifying call to action used to mark several elements of this year's campaign, and as a reminder that the entire organization progresses through adversity as well as victory. As a sign of gratitude to all CF Montréal supporters, the club's management is reviving one of its traditions from past seasons, by retiring number 12, in representation of “the 12th player".