2021 Winner

After several months of the pandemic, young people were becoming apathetic to mandated health measures. The Quebec government needed a new way to connect with the demographic and reiterate the importance of adopting and maintaining preventive behaviours. Enter the “Oldfuencers,” a new breed of senior influencers.

Cossette created a TikTok account featuring three “Oldfluencers” under the pseudonym Reste pépé (“Never Get Old”). A total of 20 original videos were crafted, each one showcasing a different health measure within a fun narrative, inspiring teens to keep at it by approaching directives like mask-wearing and hand-washing
in a light and playful way.

In less than a week, and with no media investment, the Reste pépé account and its first dozen pieces of content had garnered 2.7 million views and 67,000 subscribers. And within the first month, more than 800,000 young Quebecers had been
exposed to the campaign.

Credits

Chief Creative Officer : Peter Ignazi
Executive Creative Director : Louis-Philippe Tremblay
Creative Director : Mélanie Delisle
Art Director : Annik Meunier-Tremblay
Writer : Marc Lessard
Agency Producer : Joannie Roy, Isabelle Bourque
Production company : Cinélande
Executive producer : Jérôme Couture
Director : Didier Charette, Martin C. Parizeau, Zoé Pelchat-Ouellet
Post Production : POST 430
Music & Sound : Circonflex
Engineer : Pascal Desjardins
Animator : Vincent Bilodeau
Social Media : Andréanne Voyer, David Trang
Strategy : Pauline Després, Marie Vaillancourt
Account Team : Pierre-Antoine Lavoie, Valérie Lapointe