Lean on me

Bell "Connection is Everything" Brand Refresh
Campaign Summary
Bell has launched two new advertising short films as the centerpiece of its refreshed brand platform, "Connection is Everything". Conceived and orchestrated by LG2 , the campaign shifts the brand toward a deeply human-centric and emotional vision, emphasizing that technology's true meaning lies in the human connections it enables.
Execution & Creative Details
The films transcend traditional advertising by adopting the style and length of a cinematic short film, running at two and a half minutes.
To realize this bold vision, LG2 partnered with world-renowned filmmaker Xavier Dolan, who wrote and directed the pieces. Dolan's distinct aesthetic signature is amplified by the cinematography of his long-time collaborator, André Turpin.
The shorts were deliberately shot on film, lending a rich, warm visual texture that immerses viewers in three interconnected stories exploring the beauty and fragility of human bonds. Accomplished with 00001 as a production partner.
The emotional anchor is reinforced by a soundtrack from Circonflex, featuring up-and-coming artist Noëm. Noëm interprets two well-known anthems to resonate across both Canadian markets: "Lean on Me" by Bill Withers (English-Canadian market) and "Une chance qu'on s'a" by Jean-Pierre Ferland (French-Canadian market).