Tous piétons: walking is good for the mind

When you buy local, think about walking local

The "Tous piétons!" campaign, launched by Piétons Québec, puts the spotlight on the importance of walking to local shops and services. Under the tagline "When you buy local, think about walking local," the campaign is a reminder that walking is more than a way to get around: it is a simple act that brings real benefits for personal health, urban vitality, and community life.

Brief: a campaign in motion

To bring this campaign to life as web banners, we designed a series of animated GIFs for an awareness campaign distributed online. On the technical side, file size constraints and the variety of bigbox formats were key factors to work around.

The animations featured five characters from different walks of life: a parent and child, an older adult, a young plant lover, and other relatable profiles. Each character was animated with their own expressive walk cycle, conveying the diversity and joy of getting around on foot.

Creative direction and visual identity

The visual style stands out through bold colors, shapes full of movement, and a confident illustrative approach. Together, these walkers form a lively, energetic mural that celebrates local walking as a choice that is ecological, social, and joyful all at once.

Promoting active mobility

Supported by several SDCs and active mobility organizations, the initiative aims to shift the perception of walking and encourage people across Quebec to choose their feet first.

A web campaign and local events carry the message throughout Quebec, promoting sustainable, people-centered mobility that is accessible to everyone.

The campaign rolled out across bigbox animated GIFs, social media stories, printed banners, and promotional items like magnets and temporary tattoos.