2020 Winner

CASE SUMMARY

Although 97% of residents in Laval, Quebec recycled, more than 55% admitted to not doing it properly or not knowing what was recyclable, adding unnecessary strain on sorting centres. To reach younger generations and guide them with an easy-to-recall formula, it worked with Tam-Tam\TBWA to create a French- language, pop culture-inspired rap with Quebec group Alaclair Ensemble. A music video was recorded featuring lyrics like “Put some respect in your bin,” which became the campaign’s rallying cry. The video has accumulated over two million views, 15,000 interactions on YouTube and Facebook and more than 200,000 streams on Spotify. Having earned 27 million earned media impressions, the song was adopted by other cities across Quebec, Ontario, France, England and Algeria.

Credits

CRÉDITS Tam-Tam
Collaboration : Alaclair Ensemble, Tam-Tam\TBWA and Ville de Laval (Odile Cliche and Julie Ouellet)
Strategic Planning : Rachelle Houde Simard
Creative Director : Manuel Ferrarini
Creative : Christian O’Brien, Gabrielle Turcotte
Music : Alaclair Ensemble
Concept, direction and editing : Phil Chagnon
Production : la corp (Jacinthe Robert)
Director of Production : Jacinthe Robert
Producer / agency : Edith Cayer
Client Services : Audrey Lefebvre, Justine Langevin
Print Production: Michelle Turbide
Graphic design : Julie Duhamel, Stefano Fico
Media : Marie-Laurence Velardi