2020 Winner

CASE SUMMARY

Two 30-second TV spots for Société de l’assurance automobile du Québec begin like a popular game show on television. The spotlight falls on a finely-dressed elderly host, who asks his guest to choose between two things that they will pay attention to that day. Faced with a choice that seems easy at first glance (for example, a new hit single by artist Pony B or a woman named Solange who is returning from the grocery store), the individuals opt for the more exciting option. The spot then cuts to the scene of an accident, and the viewer then realizes the deadly game they have been playing. It ends with a stark message: “The phone or the road. You choose.”

Credits

Luc Du Sault (lg2) - Creative Director
Camille Gagnon - Writer
Alexandra Laverdière, Christine Larouche and Mireille Côté (lg2) - Strategy
Alexandra Laverdière (lg2) - Account Director
Camille Savard (lg2) - Account Manager
Isabelle Fonta (lg2) - Agency Producer
Nicolas Monette (Gorditos) - Director
Gabriel Brault-Tardif - Director of Photography
Véronique Poulin (Gorditos) - Producer
Mel's - Post-Production
François-Pierre Lue (Circonflex) - Sound and Engineering
Simon Sauvé - Editor
Marie-Eve Roussy (lg2) - Mac Artist
Touché! - Media