The Festival de Magie de Québec (Quebec City Magic Festival) is an annual family event that features 25 magicians from all over the world. It involves magic shows, conferences, free workshops, and magic school. It has been gaining traction and is rapidly becoming one of Quebec City’s most enticing summer events.

Without major sponsors, the festival has to work with a tight budget to generate a buzz that would reach beyond local borders. So the brand created a stunt involving a magic trick.

A few weeks before the event, in a downtown digitally equipped bus shelter, the festival surprised passersby with a sign that could read minds.

An animated sign featured a technology-powered version of a classic card guessing game. With sensors and cameras, the sign detected the card a person's eyes stopped on and then claimed to read their mind.

The mystical billboard became the talk of the town. Over 5,000 people filled the venues during the event. As a direct result of the campaign, the website registered a record 25,000 unique users and over 57,000 sessions.

Finally, for the first time in Canada, Québec City will host the North American qualifications of the Fédération Internationale des Sociétés Magiques (FISM), thus lending the Festival de Magie de Québec's organization the credibility it deserves.