[lbbonline.com – 2026.07.22] With summer in full swing, Montreal home laundry and dry-cleaning service Jacob, in collaboration with creative agency VML Canada, has surprised Montrealers with an eye-catching stunt across the city, inviting them to ditch their laundry chores and make the most of the season.
The campaign, titled ‘Don’t let laundry take over your summer,’ features a massive, eye-catching installation: a 13-foot pile of dirty laundry dumped right on the popular patio of Le Boudoir café-bar on Mont-Royal Avenue. The avenue is one of Montreal’s most popular streets, welcoming thousands of residents each year and known for its lively atmosphere, local businesses, restaurants, and cultural activities. Smaller laundry piles have also popped up at iconic summer spots across Montreal, from local parks and public pools to the Jean-Talon Market.
“With summer finally here, we wanted a creative way to put our doorstep pickup laundry, dry cleaning, and alteration service on Montrealers’ radars, especially since we offer 24-hour turnaround,” said Mathieu de Margerie, owner of Jacob. “This campaign is a playful reminder that there’s an easy way to get your chores done without missing out on the best season of the year.”
“The absolute last thing anyone wants to do on a beautiful summer day is laundry,” added Mélissa Charland, executive creative director at VML Canada. “We wanted to physically bring to life the ‘mental load’ of chores that literally stands in the way of Montrealers and their summer fun.”
Freshly launched this summer, the activation has been featured across Jacob’s social media channels, with locals sharing photos of the installations across the city.
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