A unifying and inclusive effort inspired by passion
Montreal, March 23rd, 2022 – A few weeks before being reunited with its fans at Stade Saputo, CF Montréal unveils its advertising campaign for the 2022 season, presented by BMO. The result of an extensive process that involved employees, players, technical team, supporters and partners, this campaign highlights the deep connection between fans and players. Designed by PIGEON Brands, the campaign roots itself in the rallying song chanted by fans to celebrate their team and energize the players: Allez, Allez, Allez.
The passion for soccer
Simple yet powerful, the concept articulates itself around one of soccer culture’s main elements: Passion. It is part of the organization's desire to pay tribute to its supporters and emphasize the strong emotions this sport produces. It also highlights an important component linked to the Club’s history and identity: the color blue.
The symbolic words Allez, Allez, Allez (Go, Go, Go) are found visually behind the players in action, as they come down from the crowd supporting its team. The simplicity and written repetition of the word Allez immediately triggers the chant in the head of anyone who has ever been to a CF Montréal home game, naturally recalling the characteristic and unique excitement experienced at Stade Saputo.
The campaign specifically signals to fans that the squad is 11+1 during home games. The players evoke emotions, the crowd pushes them to give it all.
The Club's motto evolves: Tous ensemble, droit devant (Together straight ahead) is a unifying call to action used to mark several elements of this year's campaign, and as a reminder that the entire organization progresses through adversity as well as victory. As a sign of gratitude to all CF Montréal supporters, the club's management is reviving one of its traditions from past seasons, by retiring number 12, in representation of “the 12th player".
Reunion: April 16
The campaign’s various components will appear throughout Montreal starting March 24, in different formats including billboards, online, social media, and television.
Tickets for the home games are on sale at cfmontreal.com or by calling 514 328-3668. CF Montréal will be back at Stade Saputo on Saturday, April 16 at 3 p.m., against the Vancouver Whitecaps FC.
About CF Montréal
Founded in 1992, CF Montréal is a professional soccer club that has been playing in Major League Soccer, North America’s top division, since 2012. It has won the Canadian Championship five times (2008, 2013, 2014, 2019, 2021), and has also reached the CONCACAF Champions League final in 2015, as well as the competition’s quarterfinals in 2009, and, more recently, in March 2022. CF Montréal plays its home games at Stade Saputo, a 19,619-seat soccer-specific venue, and on some occasions at the Montreal Olympic Stadium.
In 2010, the organization established the CF Montréal Academy, a training center for 13-20 years-old soccer players as part of its development pyramid. The Academy has close to 80 players in its program and reaches hundreds of additional players through the Pre-Academy, partner clubs and its regional programs. CF Montréal is the first and only professional club in North America to offer a sport-study program for youths as young as 12 years old within its Academy.
Through the Montreal Impact Foundation, CF Montréal is very involved in the community. Its mission is to organize and support activities to improve the quality of life of children and families from disadvantaged backgrounds. It provides sports facilities to promote physical activity and social integration.