Stop being a spectator

Agency Network: 
February 2011


Film advertisement created by Cossette, Canada for Red Cross, within the category: Public Interest, NGO.


Every month, Quebecers fall victim to more than 900 domestic fires. Stop being a spectator. Give.

Advertising Agency: Cossette, Montreal, Canada
Chief Creative Officer: Michel Dealuw
Creative Director: Jonathan Rouxel
Copywriter: Anne-Laure Naumowicz
Production House: 1One
Directors: Jean-rené Parenteau, Jonathan Rouxel
Music: François Bélanger / Sonart
Sound: Sonart
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Boxey's picture

Translation, please.

Activity Score 8847
Melaleuca In-House
sweetstar87's picture

"every month, quebecois (people from quebec province) are victims of more than 900 home conflagrations.
Don't stay a viewer.

"Canadian red-cross

Activity Score 10
Glut's picture

Ver nice idea, perhaps the execution is failing. I think that right now the only ones capable of watching this are the some who are reproducing it in the cab,

Activity Score 3907
Public Relations at Glut. Ideas Boutique.
jonathanrouxel's picture

Thanks for your comment. The idea with the projection was to recreate the same reaction people have when there is a fire: they look at it, without doing nothing, like spectators.
The film was shot like an ambiant, but was shot to be aired on national tv.

Activity Score 46
Creative Director at cossette montreal
Threadlessscrew's picture

Hi Jonathan, I think it would have been slightly more effective had there been a second car following the first one. The second one would just project the call to action with the Red Cross logo, so that nothing is missed out. Great work nevertheless.

Activity Score 39
Copywriter at JWT
jonathanrouxel's picture

@threadlessscrew I totally agree, we just did not have the money to rent another projector and at the end of the day, it was ment to be a tv...

Activity Score 46
Creative Director at cossette montreal
guyriordan's picture

Very exciting and creative way of raising awareness regarding the domestic fires in Quebec. Kudos to the one who created this ad. Cheers.

Activity Score 18
internet marketing specialist/ home based |

- Guy Riordan

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