“Every winter for the past twelve years, thousands of electronic music lovers have been gathering in Montréal’s Old Port to celebrate Igloofest, the coldest electronic music festival in the world. The campaign presents the event as a challenge, practically daring participants to party hard during some of Québec’s coldest winter nights. Its double-meaning tagline—‘You’ll stick to it’—promises a memorable experience while implying that attending is a risky business. To illustrate the concept, winter clothing was arranged into festive positions, frozen in huge blocks of ice and photographed in a giant freezer. The artistic direction recalls darkness and frigid night temperatures lightened with the lasers and colorful projections traditionally associated with the Igloofest event.”