How do you make the largest undergraduate case competition in the world return to its Montreal roots? For JMUCC's 16th edition, we set out to celebrate its host city - winter and all. Each element of the 2024 creative direction worked toward a simple yet powerful idea: JMUCC is both proudly international and undeniably Montreal.

Before teams even landed in Montreal, JMUCC 2024 placed them on the map—literally. A visual world-tour introduction to each participating university transformed the competition into a shared space where the diverse backgrounds of each team could truly shine.

Montreal circa February isn't at its most welcoming. That’s why this year’s welcome kit embraced the beauty of winter apparel. As attendees wore the JMUCC scarf, it became more than just warmth. It became a tradition in the making—a tangible symbol of belonging in your home-away-from-home.

How do you capture an experience that’s lived in so many different ways? Each team sees the week from their perspective. Outsiders rarely get to see it at all. The challenge was to capture the energy, connections, and moments in a way that made everyone - even if halfway across the world - feel part of the story.

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For the first time, participants weren’t just competing—they were documenting every second of the week. In the end, over 8,000 people from around the world experienced the excitement firsthand, following along as the week unfolded through hundreds of stories, photos, and posts—all merging into a massive visual mosaic.