Koodo Paints Montreal Heritage House Neon, City Blasts Stunt

Image via Reddit

How far will companies go to create a publicity stunt? The latest from Telus-owned Koodo in Montreal saw city officials blasting the stunt, which saw a heritage house painted in neon colours.

Montreal city officials said the owner of a century-old house violated city regulations by painting it in bright neon colors for a Koodo advertisement.

A Toronto-based advertising company recently transformed the Victorian-style duplex into a large Koodo ad, painting it hot pink with lime green, purple, teal, and orange accents.

A sign previously displayed on the facade, which read “There’s joy under this roof. Koodo Internet,” was removed by Thursday last week.

City spokesperson Simon Charron confirmed that the advertising stunt was unauthorized and contravenes city bylaws. “It is important to note that town-planning regulations prohibit painting brick on the exterior facade of most buildings,” Charron stated to The Canadian Press.

“Modifications made to heritage buildings are also strictly regulated. Additionally, rules govern the placement of advertising in the urban landscape,” added Charron, who noted city inspectors would be sent to the property, and a notice of violation would be issued to the owner.

Heritage Montreal has raised concerns regarding the house’s new appearance. The organization commented that the problem lies not in the choice of colors but in their use to bypass Montreal’s advertising regulations.

They pointed out that certain paints can harm masonry over time, and removing or repainting them can be expensive and complex. “Therefore, while creative colour choices can enhance aesthetics, it is critical to balance creativity with code compliance and consider the long-term impact on building materials,” the organization stated.

A spokesperson for one of the companies involved in the ad campaign told The Canadian Press that the campaign was organized by the Toronto-based firm Camp Jefferson and aimed to “create a memorable and cheerful experience for the community.”

Isabelle Bonin from Plus Company, one of the firms involved in the campaign, explained that they had sought and adhered to the guidance from a City of Montreal representative before proceeding. Bonin further mentioned that the house would be returned to its original state on July 8 and that they are maintaining compliance with all city regulations

You can see a picture above of the house painted in Koodo’s signature neon colours, with the ad message up, in a photo shared over a week ago on Reddit.

“I was disappointed when I found out it was for an advertisement. I thought the owner had a lot of guts, and I didn’t hate that,” said the top comment on Reddit. “Same here. Cool, it’s less boring. For an ad? Gross… I hope it at least gives others some ideas,” replied another user.

The house, a “Victorian-style duplex on three floors,” was pale green before it turned into an ad for Koodo. According to a Realtor.ca, the house was constructed in 1870, although municipal records indicate it was built in 1910.