PRINTEMPS DU MAC IS AN ANNUAL FUNDRAISING EVENT CELEBRATING MONTREAL CONTEMPORARY ART MUSEUM’S 60TH ANNIVERSARY. THE CAMPAIGN FOCUSED ON THREE OF THE MUSEUM’S 8000 SIGNIFICANT ART PIECES: LA VOIE LACTÉE (1992) BY GENEVIÈVECADIEUX, LE DENTISTE (2008) BY DAVID ALTMEJD, AND BLACK WHOLE CONFERENCE (2006) BY MICHEL DE BROIN.

THE ICONS CAMPAIGN DRAWS INSPIRATION FROM THESE ICONIC PIECES, REIMAGINING THEM THROUGH EVENING EDITORIAL LOOKSAND SET AGAINST A GRAPHIC BACKDROP INSPIRED BY MUSEUM STORAGE CRATES. THIS VISUAL CONCEPT ECHOES THE MUSEUM’SCAREFUL PRESERVATION OF ITS COLLECTION, OFFERING A POETIC TRIBUTE TO ART’S JOURNEY FROM THE QUIET OF STORAGE TOTHE SPOTLIGHT.