Featured on HYPEBEAST
Referencing the period between Stephen Sprouse’s Fall/Winter 1984 runway show at the Ritz and Keith Haring’s 26th birthday at Paradise Garage, “Where Life is Just a State of Mind” reflects on a moment in history that defined an era. Accenting Mr. Saturday’s signature take on tailored silhouettes are patchwork and graphic applications that investigate historical nightlife, its subcultures and their connection to today.
Founded in 2013, CRUEL began as a university lifestyle platform in Montreal and a vibrant hub for young people, fuelled by the rise and influence of social media. By 2015, our company had transformed into a marketing agency, attracting clients keen to engage with youth culture, and leveraging expertise from hosting thousands of events and pioneering localized content initiatives. CRUEL's early success was marked by the nationwide launch of Snapple Spiked in 2016, leveraging an authentic, grassroots-focused campaign.
By 2018, CRUEL’s emergence as a creative force in the agency marketplace was nationally recognized, earning accolades such as Campaign of the Year and Brand of the Year for the launch of the 7ACRES cannabis brand. Since then, our agency has embraced adaptability and innovation, shifting from traditional event marketing to a fully integrated approach that now combines Branding, Content, Experiential, and Partnership services.
Our commitment to pushing the boundaries of technology and innovation, while also staying relevant, was highlighted by the LottoMax Dream Drop campaign in 2022, which was recognized with a Cannes Lion for Experience Design. In 2023, CRUEL continued to capture media attention, featured in prestigious publications such as Hypebeast, Highsnobiety, and Vogue. By delivering fully-integrated brand experiences that capitalize on contemporary trends, CRUEL consistently delivers innovative strategies to connect brands with the next generation of consumers.
