With its first campaign for Place Rosemère, Voyou injects new life into this major shopping centre located on the North Shore. This significant shift brings forth an original and daring approach that shines a spotlight on all types of customers—women, men and families. Building on the theme Mode branchée pour oiseaux rares (trendy fashion for rare birds), our creative minds staged a visual aerial world of graceful lightness. In addition to providing a renewed visual approach, the team at Voyou is organizing the event Oiseaux rares recherchés during which thirty or so beautiful parrots will perch in the mall’s central square. The campaign is unfolding online, on billboards, at points of sale and on social media.