Operation Snow Removal

Longueuil, the economic heart of Montreal’s South Shore, manages a huge playground every winter: over 1,000 km of streets to maintain and clear of snow. A real logistical headache.

Despite constant communication efforts, one fact remained: many citizens didn’t understand the ins and outs of snow removal. Why was there a parking ban on this particular day, at this particular time?

To reconnect with the population, it was decided to tell the story behind the scenes. Use video to show, understand and above all feel the complexity of snow removal operations.

We all know: the more we feel involved, the more we want to be part of the solution. This is the lever we used to transform a simple spectator into a committed citizen.

We plunged citizens into the heart of the action with a “reality” video vignette. No fixed script, no staging: just real life, that of teams mobilizing in an emergency.

In the municipal garages, the engines purr, then the convoy sets off, precise and impressive. Our teams have been on duty for two nights. Cameras on the ground, in the vehicles, carried by go-pro or flying over the snow-covered streets, they captured everything. But also what brings the capsule to life is the soundtrack made of radio exchanges between the participants, highlighting their cohesion and ability to adapt.

An immersive, authentic 4-minute vignette that puts citizens right at the heart of the action, demonstrating that every little obstacle, like an improperly parked car, can have a domino effect.

Broadcast on the city’s website, social networks, screens in municipal buildings and through a targeted web campaign, it reaches citizens directly, whether they like winter in Quebec or not at all!