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To create a dreamy campaign for Cirque du Soleil’s new Las Vegas show, Diesel in Montreal spent a year and a half with the French Canadian troupe helping to develop the production, as well as the name, Kà. (An Egyptian term for “spirit.”) “Usually when you work with a regular consumer advertiser, you have an existing product,” says creative director Philippe Meunier. “Here, we helped create the name of the packaging and designed the packaging, then designed the campaign.”

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