About City of Montreal
The Montreal Newcomer Office – BINAM – creates the conditions to help speed up the integration process for newcomers and maximize their participation in Montreal’s collective life. Montreal wants to be welcoming, integrating, inclusive, responsible and committed. Because the unemployment is significantly higher among newcomers to Montreal than among people born in Quebec, the city launched the Inclusive Montreal Workplace Strategy on June 10, 2019, which has three components: awaken, engage and equip.
In order to continue the “Closed Doors Day” experience launched by BINAM, Locomotive joined with the newcomer office to edit a dedicated website. This experiential platform immerses internet users in the world of several immigrants. Thanks to a virtual handle that can be turned to open the door to a job, we discover profiles by revealing hidden cascading text. The experiment then continues with testimony and a question and answer on a situation related to the employment of newcomers.
To show the hidden reality experienced by many newcomers to Montreal, we developed an interactive unmasking/reveal principle that makes possible reading the biography of each portrait.
Jeanne Pariseau, City of Montréal
A pleasant collaboration with the Publicis Montreal agency allowed us to unite our talents to carry out a strong initiative across all points of contact, from the physical installation to the digital experience. The campaign as a whole proved to be a success with the citizens of Montreal and the results speak for themselves. The overall design and experience of the website was also honored by winning a Site of the Day on Awwwards.