From Hateful to Beautiful

Agency: Lg2


After weeks of protests targeting 2SLGBTQ+ communities, especially on the issue of storytelling by drag queens, Village Montreal wanted to send a message of kindness, inclusion and acceptance. An innovative creation: a dress made from anti-drag protest signs. Thousands of small paper petals were cut from signs modelled after those carried by protesters in Quebec (Canada) – and in the United States – and were then used to adorn popular Montreal drag artist Sasha Baga, transforming her into a living statement. With this bold repurposing, Village Montreal seeks to underscore its support for the drag community, promote tolerance and diversity and make way for an evermore inclusive society.

This professional campaign titled 'From Hateful to Beautiful' was published in Canada in April, 2023. It was created by ad agency: Lg2. This Film medium campaign is related to the Education and Public Interest industries and contains 1 media asset. It was submitted about 1 year ago by Public Relations Manager: Marie-Eve Gionet of LG2.


Client: Société de développement commercial (SDC) du Village
Vice-President, Executive Creative Direction: Luc Du Sault
Copywriting: Félix-Antoine Belleville
Art Direction: Olivier Caron
Client Services: Maude Richard, Alexandra Laverdière
Production Direction (Print): Julie Pichette
Production Design: Marie-Ève Roussy
Motion Design: Daniel Martinez-Mendoza
Photo Production: Andréanne Lapointe Aubert
Photography: Pierre-Nicolas Lessard - Studio Bruhmuller
Photo Editing: Visual Box
Video Production House / Production : OKOK - Xavier Girard
Direction: Tom Patry
Editing: Cédric Noël
Colorization: Raphaël Desharnais
Acknowledgements: alinea, Marilou Bédard - Challenge Média

G.A. Western Store


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