Description
The hardware store Canac is launching an unexpected campaign based on the best-known cliché about plumbers: the famous butt crack! Canac has developed anew kind of jeans called Dignity Denim. These unique pants protect the dignity of their wearers by covering up their backsides when they bend over. With this first-ever “butt-breaking” garment, the company is keeping its promise to help for real.
This professional campaign titled 'Dignity Denim' was published in Canada in June, 2023. It was created for the brand: Canac, by ad agency: Lg2. This Film medium campaign is related to the Fashion, House, Garden, and Retail Services industries and contains 1 media asset. It was submitted over 1 year ago by Public Relations Manager: Marie-Eve Gionet of LG2.
Credits
Client: Canac – Patrick Delisle, Mélissa Gamache
Vice-President, Executive Creative Direction: Luc Du Sault
Creative Direction: Luc Du Sault
Copywriting: Félix-Antoine Belleville
Art Direction: Vincent Bernard
Strategy: Christine Larouche
Client Services: Catherine Gagnon, Isabelle Miville, Camille Sauvé
Project Management, Agency: Julie Pichette
Content Direction: Gabrielle Jacques
Creative Direction - Content: Valérie Bédard
Content: Camille Boucher, Vincent Deslauriers, Béatrice Lachance, Rémi Lebel
Agency Production: Simon L. Dubé
Production House / Production: Nova Film – Alexis Dubosc
Direction: Nicolas Brassard
DOP: Nicolas Brassard
Art Direction – Set: Jean-Nicolas Demers, Sébastien Bolduc
Styling: Audrey Fontaine
Seamstress: San Rococo Couture
Offline Editing: Nicolas Brassard, William Pouliot
Post-production: Studio Élément
Sound Studio / Engineering: Studio Expression – Jérôme Boiteau
Motion Design: Daniel Martinez-Mendoza
Media: Médialliance – Marielle Ruelland, Sylvie Sauvageau, Soukaina Karmouche
