Bitter cold temperatures have descended on Quebec, prompting widespread windchill warnings across the province.
On Wednesday, Hydro Quebec turned off its iconic logo in a bid to conserve electricity.
The company says it is reducing heating and dimming the lights in its own buildings.
According to Environment Canada, Arctic air combined with moderate winds has resulted in extreme windchill conditions.
The intense cold is expected to persist across the province until the end of this week leaving residents struggling to stay warm.
In Montreal, there were reports of burst city pipes as temperatures plummeted to -26°C, with the windchill projected at -38°C. Power failures were reported around the province.
While most people are eager to crank up their heat, residents are being urged to reduce energy use during peak hours.
Officials expect power consumption to peak at 39,000 megawatts this week, which would beat the previous record of 37, 717 megawatts reported on January 24, 2011.
Hydro Quebec is asking for reduced power usage during these peak hours:
With files from the Canadian Press