Cirque du Soleil
Sponsored Content Experience
Produced under Québécor Média
For the anniversary tour of Alegría, Cirque du Soleil needed a digital experience that could build public interest, support ticket consideration, and give readers more than a standard sponsored article.
The Challenge
The challenge was to make that objective feel native to Le Journal de Montréal. Rather than presenting readers with a promotional destination, the experience needed an editorial reason to exist, a clear narrative structure, and enough substance to hold attention.
The Approach
We built the experience around sequence. Instead of leading with the sale, the portal moved from recognition to curiosity to consideration, giving the reader enough context and atmosphere for the commercial objective to feel natural.
Creative Execution
The final portal translated that thinking into an interactive editorial experience, combining copy, campaign imagery, video, immersive modules, and clear pathways toward ticket consideration.
Interactive Chapters
The experience offered interactive assets that invited readers into the world of Alegría moving them through the editorial and promotional layers of the story.
Navigable Storytelling
Client-provided and campaign assets were integrated into the editorial experience in a way that supported the story flow, rather than interrupting it.
Custom Motion Design
3D rendering and video gave the portal a sense of scale and atmosphere, helping translate the spectacle of the show into a digital format built for exploration.
The portal gave Cirque du Soleil a substantial digital destination around the anniversary tour, connecting spectacle, context, and ticket interest in one reader journey.
Explore the Portal
The Outcome
The project became a sponsored editorial experience for Alegría, connecting client objectives with reader-facing storytelling, UX/UI structure, and conversion pathways toward ticket sales. It showed how a commercial brief could be translated into a digital destination that served both the client’s goals and the reader’s experience.