The campaign aims to emphasize the urgency to act to counter the indebtedness spiral. To launch this campaign, the En Masse collective has painted a giant cartoon strip (54ft x 6ft) on the St-Laurent Boulevard, on July 7th. The story of the main “Strangled” character from previous campaign "Debt hurts" thus continues in a cartoon strip. The journey of the main character takes place in an underwater environment, a great classic easy to understand, which also reminds clearly the name of SOS Dettes. The use of a cartoon strip as a media is justified in many ways: the impact of the image per se, the cartoonist’s creativity and the perception of the fine Art for this kind of advertising campaign.
Outdoor advertisement created by GVM, Canada for SOS, within the category: Public Interest, NGO.
VP executive: Sylvie Paradis
Creative Director: Frédéric Tremblay
Strategic and media planner: Virginie Roy
Copywriter: Virginie Roy
Photo: Alain Desjean
Realisation: Iouri Philippe Paillé
Post-production: Benjamin Lussier
Artists: Rupert Bottenberg, Krista Bursey, Fred Casia, Arly Padan, Pascal Rodrigue, Carlos Santos / En Masse collective
Music: Misteur Valaire, "Cass Hole"
Billboard: Publicité Sauvage