On the site of a thousand years of violence, ACDC were pitted against Iron Man in a ground breaking architectural projection mapping project. The Great Keep at Rochester Castle awakened as a roar of photons burned away the cool night and the furious energy of Rock and Roll pummelled the front facade, filling every crack and fissure with light. This onslaught of the senses saw the castle confront its ultimate challenge: warping, morphing, spewing and collapsing before the audience's eyes. Let there be Rock!
Capitalize on what all participants share, determination, and give it a local flavour (texts written in "frenglish" as the festival took place in the bilingual city of Montreal) to provide the Fringe with a clear and distinctive positioning. This campaign has been an outright success: 45,000 attendants, +15% increases to prior years.