2021 Winner

Montreal’s Pony launched a new COVID mask collection just in time for the holidays. The socially engaged artist not only wanted people to purchase her masks, but to wear them properly. Even after a year of mask-wearing mandates, many people were still caught placing the mask over their mouth in a way that exposed their nose. So lg2 helped the artist shove people’s haphazard mask-wearing behaviour in their face. Literally.

The agency repurposed the code of a Snapchat filter and incorporated it into Pony’s store window so that Mr Lonely (the artist’s iconic dick-face character) would appear on the noses of unmasked pedestrians. People freaked out, in a good way.

The “Don’t be a d*ck (Wear your mask properly)” message tracked 500 million media impressions, even with a $0 media spend.

Credits

Client: Pony - Gabrielle Laïla Tittley
Vice-President, Creative: Nick Paget
Vice-Presidents, Digital Experience: Louis-Philippe Favreau, Nicolas Baldovini
Creative Direction: Nick Paget, Geneviève Langlois
Art Director: Romain Joveneau
Copywriter: Mourad Bouaziz
Technical Direction: Romain Prache
Technologic Development: Jean François Picard, Nicolas Daniel
3D Modelisation: Jean-François Picard
Account Services: Olympe Ramonatxo
Agency Production: Olympe Ramonatxo, Valéry Lewis
Illustration: Pony - Gabrielle Laïla Tittley
Equipment: Solotech
Direction: Olivier Bouchard, Romain Joveneau, Mourad Bouaziz
Music: Plafond, de KNLO (7ieme Ciel Records)
Motion Design: Nicolas Ross
Editing: Olivier Bouchard