Interested in subtle messaging? Try artvertising.

Instead of blasting any kind of overt message to potential diners at a Montreal restaurant, its agency came up with something far more subtle - that demands and prompts consumer engagement.

A new print ad for Montreal fresh fish restaurant Psarotaverna du Symposium is anything but conventional. Featuring a detailed ink drawing of the eatery – with dozens of neighborhood cats hungry for fish descending upon it – the ad doesn’t even include a headline, never mind a tag or descriptive copy. Instead, the restaurant’s name, address and phone number are incorporated into the drawing, which was done by Montreal artist Philippe Nadeau.

‘It’s something that is beautiful, that is art. It captures the consumer,’ says Nicolas Massey, CD at Montreal-based Amen Creation, which handled both the creative and the media buy. She adds that the simplicity aims to create mystery and prompt the reader to do a double-take. ‘I want to combine art and advertising.’

Launched in late November, the ad is currently running only in Montreal alt-weekly Voir. Massey says OOH executions were ruled out because the ad is so detailed.