As part of the City of Montreal’s 375th anniversary celebrations, Opéra de Montréal will present the world premiere of ANOTHER BRICK IN THE WALL, the opera based on Roger Waters’ legendary show The Wall.
It is significant that this adaptation should be created on a Montreal stage, because it was after a concert performed at Montreal’s Olympic Stadium in 1977 that Roger Waters originally came up with the idea for this project. Released first as a concept album (1979) and then as a film (1982), The Wall is a psychological drama inspired by the Roger Waters’ life. Through the staging of Pink’s feelings of insanity and isolation, The Wall represents the difficulties faced by an entire generation confronted with the disintegration of its dreams and of the world itself.
This two-part campaign by Brad, part of which was designed by Brad Atelier (Brad’s design and branding division) plays on The Wall’s recurring themes: control, isolation, war, and the sense of invasion. A teaser phase was deployed first, with a flyposting offensive. During this first phase, single bricks were used as an advertising medium throughout the city. Large Publicité Sauvage palisades, which were composed of 32 different messages, were also deployed. The official campaign, which was revealed on Monday December 5, 2016, has been supplemented by a web strategy offensive.