At the height of the pandemic, with the support of the Ministry of Culture and Communications, AGAC and the Conseil des métiers d’art du Québec (CMAQ) joined forces to launch an advertising campaign promoting the purchase of local artworks.
Together, they developed a strategy to help revitalize the cultural sector. As this ecosystem had been severely affected by the health crisis, the campaign aimed to encourage the acquisition of artworks and raise awareness among Quebecers of their purchasing power to support local artists. The campaign was rolled out through posters and television ads featuring the CMAQ and AGAC spokespersons, Christian Bégin and Karine Vanasse, who invited the public to “rediscover local art” and recognize the importance of both artisans and artists.
