MTQ Move Society Forward TV Ad

After seeing the 2.0 yawnfest that was BC Transit’s rebranding effort, I thought it might be nice to post some government transportation authority branding done right.

This spot for Transports Québec defines the brand as being about people moving people without overtly saying so — it’s a simple concept that expresses an identifiable core philosophy and associates a positive message with a potentially mundane institution.

Granted, MTQ has a much broader purview than BC Transit, and it’s easier to express concepts and ideas with video than livery; but still, this work is proof positive that a brand can be simple as long as it comes from somewhere. And the trial and error nature of BC Transit’s rebranding effort seems to have more to do with what the garage can paint on the side of a bus than what the institution stands for.

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