Description
In honour of National Drowning Prevention Week (NDPW), the Quebec division of the Lifesaving Society has collaborated with LG2 to launch a new awareness campaign. To increase mindfulness among boaters about the consequences of not wearing a personal flotation device (PFD), the initiative features a powerful commemorative symbol: Ghost Jackets. These PFDs were painted white and installed in locations where drownings have occurred as a tribute to victims. They act as an emotional and concrete reminder that the simple gesture of wearing a lifejacket can make all the difference. In addition to the Ghost Jackets, the campaign includes a 60-second television and online message that tells the story of Roxanne Girouard, the mother of Alexandre Levasseur, who drowned in 2021. Alexandre’s lifejacket was kindly donated by his family for the initiative.
This professional campaign titled 'Ghost Jackets' was published in Canada in July, 2025. It was created for the brand: The Lifesaving Society, by ad agency: Lg2. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted 5 months ago by Public Relations Manager: Marie-Eve Gionet of LG2.
Credits
Agency - LG2
CHIEF CREATIVE OFFICER: Nicolas Baldovini
EXECUTIVE CREATIVE DIRECTION: Geneviève Langlois
CREATIVE DIRECTION: Frédéric Tremblay,
COPYWRITING: Jean-Frédéric Barrette, Cédric Audet
ART DIRECTION: Miriam Rondeau
DESIGN: Maxime Jenniss, Mathilde Bonin-Leblanc
ADAPTATION : Krissi Campbell
INTERVIEW : Catherine Foisy
RESEARCH : Andrée Giraldeau
CLIENT SERVICES: Carl Milette, Maude Lavigne
PROJECT MANAGEMENT, PRODUCTION: Mélanie Thérien
PHOTOGRAPHY : Marie-Emmanuelle Laurin
AGENCY PRODUCTION: Valéry Lewis, Lina Piché
EDITING : Carl Munger, Alicia Barbeau
Production Company : Gorditos
PRODUCER: Saskia Von Lignau
DIRECTOR: Raphaël Ouellet
DOP: Raphaël Ouellet
DIRECTOR team B : Justin Desjardins
EDITING: Alexandre Richard
Post-Production Company: Shed
COLORIZATION: Lany-Jade Mondou
Sound Studio: Circonflex
ENGINEERING: Jonathan Doyon
MUSIC: Paul-Étienne Côté, François-Pierre Lue
