What started with double Gold just got even better.
On October 8, 2026, Studio123 took home a GRAND WINNER title at the GRANDS PRIX DU DESIGN Awards Gala in Montréal for Close, but different, our tourism campaign for Tourisme Abitibi-Témiscamingue.
The campaign was named GRAND WINNER in Communication Design for Website, Apps & UI/UX.
Each project entered in the competition is evaluated by an international jury and scored out of 100. Projects scoring above 80 receive a Gold Certification and become finalists in their respective categories. The GRAND WINNER title is then awarded to the project with the highest score in each category.
In other words, Close, but different didn’t just earn Gold. It came out on top.
Created to encourage Ontario travellers to cross the provincial border, the campaign presents Abitibi-Témiscamingue as a destination that feels familiar, yet wonderfully unexpected. Rather than relying on conventional tourism marketing, we created an entire, questionably scientific world around Dr. David DeValdorien, an eccentric explorer investigating the curious cultural differences between Northern Ontario and Northern Québec.
The campaign combines the visual language of a nature documentary with dry, deadpan comedy. Studio123 developed the strategy, concept, name, brand voice and visual identity, then brought it all to life through five original videos, a dedicated website and a targeted digital advertising campaign.
At the centre of the digital experience is a website designed to turn curiosity into exploration. Custom illustrations, research-inspired graphics, playful interactions and an offbeat editorial voice immerse visitors in Dr. DeValdorien’s world while helping them discover what the region has to offer.
Explore the award-winning project
The team behind the work
Receiving the GRAND WINNER title is an incredible honour and a meaningful recognition of the creativity, collaboration and care behind the campaign. This achievement belongs to the teams at Studio123 and Tourisme Abitibi-Témiscamingue who brought this wonderfully different idea to life.
Studio123 Project Team
Project Direction: Rob Roy
Art Direction: Christian Pelletier
Creative Direction: Nico Taus
Design: Mélanie Gagné
Web Development: Cody Marcoux
Content Strategy: Brigitte Vachon
Tourisme Abitibi-Témiscamingue Project Team
Marketing Direction: Martin Poitras
Marketing Coordination: Nancy Leblond
Digital Content Management: Claudine Gagné
Photography and Videography: Virgil Laferté
About the GRANDS PRIX DU DESIGN Awards
The GRANDS PRIX DU DESIGN Awards celebrate excellence in design, architecture and the built environment on an international stage. Spanning disciplines from communication and branding to architecture, product and interior design, entries are evaluated by an international jury of more than 120 industry experts.
Do you have a project you’d like to collaborate on? Get in touch at hello@studio123.ca.
