FORESTA-LUMINA-1

Watch This: Moment Factory lights up Parc de la Gorge

Turning a park into a glowing, immersive, multimedia experience to convince hikers to stay the night

Montreal-based Moment Factory has been making a name for itself as one of the industry’s most dynamic live event studios. The company has put its unique multimedia talents to work for big brands like Cirque du Soleil, Madonna, Disney, Nine Inch Nails and Microsoft—usually at big events in urban settings. Its most recent effort used a provincial park as the canvas.

Parc de la Gorge de Coaticook in Quebec’s Eastern Townships attracts approximately 100,000 tourists each year, but most of them are day-trippers. Moment Factory was tasked with creating an immersive nighttime experience in the park that would give those day-trippers reason to stay past sundown, sleep over and hopefully spend some extra time in the area.

Moment Factory came up with Foresta Lumina, an illuminated, two-kilometre walk through the forest, inspired by the area’s myths and legends.

Brands Articles

Taxi urges Torontonians to strip for a good cause

Canada's largest LGBTQ community centre shows some skin for clothing drive

Senior political thinker Peter Donolo joins Hill+Knowlton

Emily Foucault also joins as five others promoted from within across multiple offices

Boom retains Corby, wins Sofina

Three-and-a-half-year client relationship remains intact while experiential shop finds new business

Heather Reisman on reimagining the 21st century bookstore

Indigo's CEO talks about her future-looking 'beyond books' strategy

Mac’s uses Snapchat filters to promote Frosters

'You Are What You Froster' lets consumers add character to their selfies

The missing links in branded content (Column)

There's an important role for agencies to play in new forms of storytelling

A video tour of Harley-Davidson Canada’s first coffee shop

The iconic motorcycle brand's Canadian GM explains the birth of '1903'

Amazon to sell discount phones with ads on lock screen

Mobile strategy tied into retailer's Prime membership program

Specialty growth slows as ad revenues fall: CRTC

Drop in national advertising is partly offset by subscription gains