BRAND Royamount
CAMPAIGN Wishing Bear Train
CGI / FOOH
"The Wishing Bear Arrives"
We reimagined Royalmount’s iconic Wishing Bear as a full-CGI metro train, turning a daily commute into a moment of wonder.
A fusion of surrealism and realism, a giant pink bear gliding through Montreal’s underground, captured the spirit of optimism and connection.
Shared across local media and community platforms, the activation evolved into a citywide conversation celebrating Royalmount’s grand arrival.
Authentic metro ambience merged with Montreal’s cultural heartbeat to ground the fantasy in local identity.
