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Driving in Montreal this weekend? Good luck — Here’s every road closed for UCI Worlds

To kickoff the launch of the campaign, Rula will offer free "3am Therapy" sessions to provide support when people need it the most

Roastbrief by Roastbrief
September 28, 2026
in Campaign
Reading Time: 3 mins read
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Driving in Montreal this weekend? Good luck — Here’s every road closed for UCI Worlds
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This weekend marks the grand finale of the 2026 UCI Road World Championships, and if you’re planning on driving anywhere near downtown Montreal, Mount Royal or the South Shore, you should start looking for alternatives now.

The elite women’s road bike race runs Saturday, September 26, followed by the elite men’s road race on Sunday, September 27, the two biggest events of the entire championship. Both are expected to draw enormous crowds, and with them, sweeping road closures across seven boroughs plus Westmount.

Mount Royal and downtown are essentially off-limits to cars

Every race in this championship finishes at the foot of Mount Royal on Parc Avenue, between Des Pins and Mont-Royal avenues, which is also hosting most of the race starts and the Fan Village. That stretch of Parc has been closed since early September and won’t reopen until October 4, since organizers built a temporary 200,000-person stadium right on the street.

Rafik Belmesk, Partner & Head of Strategy. A good creative idea is centred around an existent problem, in this case, the city of Montreal has blocked many roads in the centre of the city. So while the city is redirecting people, we thought we’d redirect them somewhere better: their next getaway.” 

Garcí Iñigo, Vice-President, Marketingand Loyalty at Transat. At Transat, we want to be a brand that knows how to tap into the conversations happening around us and inspire people to travel. With ‘Barrez-vous,’ we’re turning a very Montreal inconvenience into a simple and unexpected invitation to change your scenery to something more convenient. It’s exactly how we see marketing: creativity rooted in culture, brought to life in a way that serves both the brand and our offers.

Campaign TITLE: Barrez-vous
CAMPAIGN LIVE DATE: Sept 25, 2026

Credits:
CLIENT: Air Transat
Garcí Iñigo – Vice President of Marketing and Loyalty
Stéphanie Matte – Senior Director, Brand, Content and Partnerships
Sabrina Antenucci – Senior Director, Marketing Operations
Chakshu Talwar – Director, Marketing Growth

Lindsay Kay – Senior Strategist, Brand
Marie-Christine Pouliot – Head of Public Relations and Marketing Content
Camille Elise Martel – Brand Marketing Specialist
Marianne B-Matteau – Marketing Communications Specialist
Amina Diallo-Lebreton – Content Creator

PRODUCTION HOUSE: Parade

AGENCY: Courage
Dhaval Bhatt – Founder and Chief Creative Officer
Joel Holtby – Founder and Chief Creative Officer
Tom Kenny – Partner and Chief Strategy Officer
Niki Sahni – Partner and President
Clair Galea – Partner and Executive Producer
Marilou Aubin – Partner and Executive Creative Director
Maxime Sauté – Partner and Executive Creative Director
Rafik Belmesk – Partner and Head of Strategy
Ariane Poitras – Managing Director
Camilo Moreno – Account Director
Marc-André Lafrance – Senior Copywriter
Marie Cermakova – Senior Art Director
Olivier Giguère – Associate Creative Director
Julie Lorazo – Producer
Natalia Banoub – PR Director
Valerie Mettias – PR Coordinator
Raquel Mullen – Sr. Integrated Producer
Jeannette Downes – Sr. Production Designer

Tags: campaignMontrealUCI Worlds
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