Banners reading "Soyez la chèvre" on the Hudson's Bay building in downtown Montreal.Thomas MacDonald | MTL Blog
The English version of the Columbia ad campaign also refers to the animal.
"Goats don't care about being 'the g.o.a.t." a video associated with the campaign states. "They just care about being a goat. Doing goat things. [...] Because they have an innate drive and, more importantly, the right tools to go wherever they will. And you've got that same will, we've got the way."
[Introducing] the all-terrain, hyper-grippy Facet 75 Mid.www.youtube.com
The series of banners on the Hudson's Bay building does include images of a goat. But that hasn't prevented confusion among some onlookers.
A March 29 tweet about the banners has received hundreds of likes and dozens of comments, many questioning the translation.
"The translation team decided to keep the goat concept probably because of the graphics," a comment from Twitter user MathieuGomez8 reads. They posit that "the English marketing team didn't think about other languages... It happens in the translation world, there are sacrifices to be made."
MTL Blog reached out to Columbia for a comment on this story but did not hear back before publication. We'll update this article when we receive a response.
A render of the city's plans for the area surrounding the Bonaventure Bridge, including the Farine Five Roses building.Courtesy of CNW Group/City of Montreal
An overview of the new buildings planned for the area.Courtesy of CNW Group/City of Montreal
People walk down a path toward Silo no. 5.Courtesy of CNW Group/City of Montreal