1 Death Per Day

One Death Per Day is a road safety campaign launched by the Société de l’assurance automobile du Québec, in collaboration with LG2 and director Olivier Staub. The campaign is built around a stark reality: every day, on average, one person dies on Quebec roads.
Rather than allowing this figure to remain a statistic, the campaign gives it a human face. At the heart of the idea is a simple but powerful media structure: one death a day, one film a day.
To support this concept, 28 individual films were created, each featuring a different person. One film is revealed each day and runs only once. Once that day has passed, the person disappears from the campaign and is replaced by the next one.
This is not simply a broadcast mechanic. It is part of the core strength of the idea. The campaign uses repetition, time and disappearance to echo the reality behind the message: a person appears, exists for a moment, then is gone.
The films are deliberately stripped down, quiet and direct, with an almost documentary presence. The visual language avoids sensationalism and focuses instead on stillness, direct address and the emotional weight of the person on screen.
A bit like an obituary notice suspended in time, each character calmly announces their own death, then disappears. No noise, no bustle. Just a cold absence that lingers.
The result is a campaign that confronts viewers not with the abstraction of a road toll, but with the possibility of a real life interrupted. Minimal, human and quietly unsettling, One Death Per Day turns road safety into a daily reminder of personal and collective responsibility.