Brand Ambassadors / Workshop / Studio
Montréal. Ottawa. Toronto. Vancouver. Four cities, one unmistakable signature: Cirque du Soleil.
In 2026, audiences across Canada experienced the spectacular worlds of ECHO in Montréal and LUZIA in Toronto, Ottawa and Vancouver. And in every market, Celsius was part of the journey — working behind the scenes to extend the magic beyond the Big Top.
Following a successful collaboration in Montréal in the summer of 2025, Cirque du Soleil once again turned to Celsius in 2026 — this time with a broader ambition.
Our mandate expanded across four major Canadian markets, supporting Cirque du Soleil’s sales and marketing teams in Montréal, Ottawa, Toronto and Vancouver and taking the activation experience on the road.
Cirque du Soleil needed a marketing activation that reflected the creativity, energy and sense of wonder of its productions, while remaining agile enough to travel seamlessly from city to city.
The objective was twofold: bring the Cirque du Soleil universe directly into the streets and generate immediate interest and ticket sales for ECHO and LUZIA.
Our answer: a mobile experiential squad on electric bikes, designed to meet audiences where they were and turn everyday encounters into playful brand moments.
At the heart of the activation was a custom interactive machine dispensing instant prizes, promotional offers and the ultimate Cirque du Soleil icon: the clown nose.
Designed and built by Celsius’ in-house Workshop team, the custom coupon-and-clown-nose machine became an instant crowd favourite, engaging longtime Cirque du Soleil fans, families and first-time audiences alike.
The activation travelled from city to city aboard electric bikes fully customized to reflect the visual identity of the featured production in each market.
Our Brand Ambassador teams took to the streets, covered kilometres across each city and activated at some of the season’s busiest summer events and gathering places.
The result: thousands of meaningful consumer interactions and more than 5,000 coupons and clown noses distributed in each market — bringing a little Cirque du Soleil magic to audiences from coast to coast.
