Manufactured in Quebec City for over 80 years, Sico can genuinely speak to Quebecers using cultural references that only they can understand. Therefore, it decided to pay tribute to colours by matching local icons to its paint palette. Sico used the power of OOH and digital to show its colours in the right context. It created over 200 highly contextual media placements to celebrate different hues, such as placing an orange bus ad near the iconic Gibeau Orange Julep restaurant. Other pairings included literature in bookstores, animals in parks and even locally brewed beers in pubs. The brand also placed 50 banner ads that celebrated colours depending on the time of day, location and context. Quebecers embraced the campaign and Sico earned over 1.5 million media impressions.