Brand
2026Hide the Lightning
To support its local team in this past weekend’s Game 7 first-round showdown in the NHL Playoffs between the Montreal Canadiens and the Tampa Bay Lightning, Hydro-Québec — the leading energy supplier in the province — adjusted the logo at the top of its headquarters to remove the lightning from its well-known “Q”. The high-risk gambit paid off and, although there is no scientific proof, I am convinced this gesture was the deciding factor in the Canadiens’ victory over the Lightning.
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