De Facto

Toxic Relationship

Agency: Publicis


For young people, 17-24, smoking represents empowerment, a sense of being in control of one’s life. The mandate is to sensitize them to the fact that, in reality, it is the tobacco industry that is in control of their lives, and this through strategies to create a dependency on its products.
We created a campaign using an unlikely theme that nonetheless resonates strongly with the target group: romantic relationships. In the end, the entire campaign, which includes a short film, sheds light on the insidious and sly nature of cigarette addiction.

This professional campaign titled 'Toxic Relationship' was published in Canada in November, 2018. It was created for the brand: De Facto, by ad agency: Publicis. This Film medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted almost 5 years ago.


Advertising Agency: Publicis, Montréal, Canada
VP Creative Director: Sylvain Dufresne
Creative Director: Mario Laberge
Art Director: Éric Bouchard
Copywriter:Éléonore Hurtubise
English Adaptation: James Viloria, Kristian Andersen
Strategy: Laurence Delwaide
Client Services: Stéphanie Martin, Félix Grenier, Paul-André House
Content Strategy: Ariane Renaud-Brûlé
Media: Natacha Lafleur / Spark
Agency Producer: Renée Séguin
Production: Quatre Zéro Un, Simon Corriveau
Director: Mathieu Grimard
DoP: Dereck Branscombe
Post Production: Vidéo Nerve
Editors: Mathieu Grimard, Charles-Louis Thibault
Colour, on-line: Dominique Belletête
Sound Design: Alexandre Wang-Legentil
Music: Cult Nation / Cri


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