Description
1. CONTEXT & PROBLEMATIC
One in five Montréalers experience food insecurity, yet this crisis is just a number to the public. Moisson Montréal, the central food bank for Greater Montréal and the main organization dealing with this issue, fulfills nearly one million requests for food aid each month. Since demand has increased 76% over five years, the public has failed to grasp the emotional toll of making impossible choices.
The objective for Moisson Montréal was to move beyond conventional appeals to spark a broader, emotional conversation and make this quiet struggle real.
2. THE IDEA
A simple, yet effective creative concept replaced standard-sized grocery carts with a tiny one, a physical metaphor for the limited options and purchasing power people facing food insecurity live with every day. The tiny cart was designed to be an emotional rallying point for the cause, transforming the issue from a statistic into an immediate, visceral experience. It was a simple, non-verbal piece of ambient media that used discomfort and surprise to trigger profound empathy.
This professional campaign titled 'The Cart of Insecurity' was published in Canada in May, 2025. It was created for the brand: Moisson Montréal, . This Ambient, Film, and Print media campaign is related to the Food, Health, and Public Interest industries and contains 4 media assets. It was submitted about 3 hours ago by Art Director: Patrick Rochon of LG2.
Credits
Advertising Agency : LG2, Montréal, Canada
CCO : Nicolas Baldovini
Creative Director : Alexandre Jourdain
Copywriter : Vanessa Harbec, Roxanne Pelletier
Art Director : Patrick Rochon, Sarah Lemire
Project Manager : Katia Dupuy, Geneviève Demers
Strategic Planner : Laurence Landry-Leduc, Philippe Goudreault
Client Service : Anne-Elizabeth De Longchamp, Claudia Trudeau
PR : Marie-Ève Gionet
Production Company : Carton Rouge, Montréal, Canada
Director : Charles-Antoine Thériault
Photographe : Adem Boutlidja
Director of Photography : Christophe Fortin
Producer : Nicolas Robert
Moisson Montréal : Chantal Vézina, Audrey Bernier, Éliane Larouche
