NO. 11 / 11 — GABRIEL AUTO

OOH / ART DIRECTION 2021

GABRIEL AUTO.

Two billboards for Montréal's luxury automotive group — one sentence each, in two languages.

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The roadside board above a Montréal rooftop — a red truck driving out of the left edge over a night city, with On se déplace pour vous.

Groupe Gabriel carries the luxury marques in Montréal — Audi, Porsche, Jaguar, Lexus, Genesis, Lincoln, Land Rover. Two boards came out of it: a building wrap that stacks all seven badges into a red column beside the claim, and a roadside board where the truck drives straight out of the frame. Both run the same architecture — one sentence, one vehicle, one logo, read at speed.

CLIENT
Groupe Gabriel
YEAR
2021
ROLE
OOH design, art direction
MARKET
Montréal — bilingual signage
DELIVERABLES
BUILDING WRAP / ROADSIDE BOARD
(THE RULE)

One sentence, two languages, four seconds. French leads — legally and typographically — and the English sits under a red rule, at half the size and none of the fuss.

(01 — THE BUILDING WRAP) SEVEN MARQUES, ONE COLUMN
The building wrap — a red column carrying the Audi, Porsche, Jaguar, Lexus, Genesis, Lincoln and Land Rover badges beside the luxury selection claim.
LA PLUS RICHE SÉLECTION DE VOITURES DE LUXE AU QUÉBEC
(02 — CREDITS)
OOH DESIGN / ART DIRECTION
Alex Coanda
BRAND
Groupe Gabriel — identity theirs