Build it and they will come.
That’s the attitude of this former graffiti-turned-tattoo artist who is turning heads with his frozen work of art in Saint-Eustache.
Jessie Armand wanted to lift people’s spirits in the dead of winter while giving his local car dealership a bit of publicity.
“A dog connects to a lot of people,” he said.
“It’s always about what should I do to make people turn around and say ‘ah’ or ‘cute’ or ‘wow’.”
It’s a welcome work of art for many motorists who are dreaming of the dog days of summer.
“It’s an amazing little sculpture,” said Ste-Eustache resident Bernard Barth.
It took 15 hours and six strong artists to chip away at the ice and sculpt the eye-catching masterpiece off Highway 640, just north of Montreal.
It was finished by morning rush hour on Monday and has become the talk of the town.
“That’s very beautiful, I never thought that they can make this with some ice and snow, that’s excellent,” Steve Maheux said.
A steady stream of drivers pulled off the service road all day to get a closer glimpse and capture it on camera.
The sculpture is roughly 10 metres high and just as wide. It was created as part of a publicity stunt in the parking lot of Le Roi du Camion.
“It’s one of my buddies. He was looking for a perfect snow bank to do a sculpture, so we have a perfect snow bank right here,” said the dealership’s owner Danny Martorana.
“It just looks nice in front of our building and we like to look at it.”
So far, the visibility seems to be paying off with a few extra drop-in customers, but the goal was never to boost business, it’s about bringing a smile to people’s faces.
“I had to find something big enough that would go into their blind spot and automatically make them have to look at it. Whether they’re in a bad mood or not, they’ll smile for the first part of the day,” Armand said.