Agency Network: 
May 2012

Also From This Campaign 2


Film advertisement created by Lg2, Canada for Quebec Health Ministry, within the category: Public Interest, NGO.

Advertising Agency: lg2, Quebec, Canada
Creative Direction: Luc Du Sault
Art Direction: Nicolas Boisvert
Copywriting: Luc Du Sault
Account Planners: Mireille Côté, Catherine Darius
Account Managers: Marie-Andrée Mackrous, Mireille Côté
Agency Producer: Claudia Lemire
Production House: Quatre Zéro Un, Nicolas Monette
Production House Producer: Stéphanie Lord
Media Agency: Touché!, Alexandre-Pascal Lamoureux
Sound Design: Boogie Studio
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Tom Megginson's picture

Great concept. So why does it feel that it somehow comes up short?

Tom Megginson
Activity Score 522
Creative Director at Acart Communications
Sacrilegend's picture

I think, perhaps, it's the multiple metaphors going on here.

Losing a moment versus gambling with your life (represented with the cards). Either insight is strong enough to stand on its own, but when they get mixed, both lose their power.

Had they "hidden" or "lost" the moment in another way, I probably would be sobbing right now, haha. Because I completely agree: beautiful concept... just overcomplicated execution.

Activity Score 3346
kleenex's picture

I want to agree with you.

Activity Score 57557
Web Designer/Developer
gonndo's picture

The twist and the copy was awesome!!!
I don't know if they did it on purpose, but the crappy hand that was showed, it helped to sell the idea too.
Really good job...

Activity Score 1070
Copywriter |

Yes, my profile picture is my dog on my sister's bed, with a pillow and a blanket...

Blue's picture

I think it could've been executed a little better. Ok, i don't want to get cynical. Good job! Any more of this campaign? it craves for more executions.

Activity Score 41
Creative Director
lauracripps's picture

This hit the nail on the head for me

Activity Score 20
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