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Agency Network: 
Published/Aired: 
October 2012

Description

Film advertisement created by Lg2, Canada for The Quebec Auto Insurance Corporation, within the category: Public Interest, NGO.

Advertising Agency: Lg2, Quebec, Canada
Creative Director: Luc Du Sault
Copywriter / Art Director: Jean Lafrenière
Accounts: Mireille Côté, Catherine Darius, Alexandra Laverdière, Eve Boucher
Agency Producer: Claudia Lemire, Julie Lorazo
Director: Nicolas Monette
DOP: Andre Turpin
Production House: Philippe Lalande / Quatre Zéro Un
Sound Design: Boogie Studio
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Highest Rated

JCG's picture

I like the simplicity but I'm not that crazy about it. If a policemen considers he has to measure someone's alcohol that doesn't mean he's drunk.

JCG
Activity Score 39
Copywriter
kleenex's picture

interesting concept.

kleenex
Activity Score 51078
Web Designer/Developer
danyboy's picture

I like the concept a lot. I would have just put the song "amazing grace" (or any other funeral theme song) and skip the "anthem of shame". But that's just my pov.
Nice work !

danyboy
Activity Score 9
VivianRaul's picture

Excellent!

VivianRaul
Activity Score 20620
Creative Director at Creative Director
Temple's picture

Agree with danyboy, was waiting for Chopin, which would make this extraordinary compared to just good.

Temple
Activity Score 11341
Creative Director
Lisbon freak's picture

Brilliant.

Lisbon freak
Activity Score 496
Creative Director at Toronto
psykart's picture

Love it.

psykart
Activity Score 999
Art Director at john st
DesignDine's picture

Liked the tag.

DesignDine
Activity Score 1313
Art Director at UK |

http://designdine.co.uk

ItMatters's picture

Like the concept.

ItMatters
Activity Score 2167
miko1aj's picture

i thought about Chopin as well. But this concept is brilliant anyways.

miko1aj
Activity Score 3086
JCG's picture

I like the simplicity but I'm not that crazy about it. If a policemen considers he has to measure someone's alcohol that doesn't mean he's drunk.

JCG
Activity Score 39
Copywriter
miko1aj's picture

what? what is your argument?

miko1aj
Activity Score 3086
JCG's picture

My argument is: using the breathalyser does not mean you are drunk. Then, "the anthem of shame" is building a concept of guiltiness to people who may not be.

JCG
Activity Score 39
Copywriter
miko1aj's picture

I see. But still – this is not suggesting that everyone who is asked to blow is actually guilty and "sentenced" to shame. Reversing your argument – everyone who is asked to use breathalyser AND IS drunk SHOULD be ashamed of the result. That's why the ending scene shows this literally. Shame. That's it.

miko1aj
Activity Score 3086
JCG's picture

I get your point. But I have to disagree, because what the ad is showing is people using the breathalyser. The last scene doesn't make all the other people guilty and they are all playing the Anthem of shame, literally. Needless to say I agree with the message, the ad doesn't separate drunk from sober.

JCG
Activity Score 39
Copywriter
CommandZ's picture

"Anthem of shame" could of been re-tooled to elevate this but it's still good, just not great.

CommandZ
Activity Score 2498
Creative Director
Nicmonette's picture

I'm curious. How would you re-tool it?

Nicmonette
Activity Score 40
Producer/Director
izzlah's picture

outstanding work

izzlah
Activity Score 229
Copywriter
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