A City Defined by Language
Montreal welcomed The Immersive Carnival of the Animals as a celebration of music and imagination, transforming Camille Saint-Saëns’ iconic composition into an interactive world built for children ages 2 to 12 and the adults who experience it alongside them. Whimsical characters, part animal and part instrument, came to life inside a vibrant environment designed for families to explore together.
Launching in Montreal, however, required more than translating creative assets. In a city where language is deeply connected to culture and identity, audiences expect experiences to feel native to the communities they serve.
Built for Two Audiences
For OASIS Immersion, we developed distinct French and English campaign experiences designed to resonate with families across Montreal’s linguistic landscape. Rather than adapting a single message, each campaign was shaped independently, allowing tone, nuance, and creative expression to align with how audiences discover, discuss, and share experiences within their communities.
This approach ensured the exhibit felt equally relevant regardless of the language spoken at home, creating a stronger connection between the experience and the audiences it was designed to serve.
Designed for Discovery
This was not a limited engagement built around opening weekend. It was a long-running experience intended to become part of the city’s cultural rhythm.
To support that goal, we created a sustained media presence that met families throughout their decision-making journey. Search, social, and influencer partnerships worked together to maintain visibility as audiences explored activities, planned outings, and searched for meaningful experiences to enjoy together.
Rather than relying on urgency alone, the strategy focused on lasting discoverability.
Shared Experiences
The creative reflected the spirit of the exhibit itself—playful, collaborative, and imaginative.
Characters that blurred the line between animal and instrument became emotional entry points into the experience, while messaging centered on curiosity, creativity, and shared discovery. Rather than positioning the exhibit as something to observe, the campaign invited families to participate together.
A Cultural Destination
As an international co-production between OASIS Immersive Studios and The Music Arsenal, The Immersive Carnival of the Animals offered Montreal families a new way to experience a beloved musical masterpiece.
Our role was not simply to promote the exhibit.
It was to help establish it as a destination worth discovering across both of Montreal’s cultural and linguistic communities.
