2022 Winner

The Federation of Quebec Alzheimer Societies enlisted Cossette to communicate that support is available to those who care for loved ones with Alzheimer’s disease. Neurocognitive disorders affect 153,000 Quebecers, with the number of those impacted set to increase by 70% by 2031. To demonstrate how caregivers can forget themselves while looking after others, an ad features a woman’s growing list of daily caregiving tasks for her father. Featured as a mosaic of handwritten Post-It notes, the messages cover and obscure her head and body, seemingly recreating her in pixelated form. The campaign drove 16 times more unique visitors to the Federation of Quebec Alzheimer Societies’ website, along with a significant jump in calls and email inquiries.

Credits

CLIENT: Federation of Quebec Alzheimer Societies
AGENCY: Cossette
PRODUCTION HOUSE: SOMA

EXECUTIVE CREATIVE DIRECTION: Louis-Philippe Tremblay, Anne-Claude Chénier
CREATIVE DIRECTION: Richard Rochette-Villeneuve
COPYWRITING: François-Julien Rainville
ART DIRECTION: Alexandre Jutras, Dorian Coureau
PHOTOGRAPHY: Christian Tremblay
ELECTRONIC PRODUCER: Mélissa Audette
STRATEGY: David Thomas
ACCOUNT SERVICES: Mario Deschambault, Jo-Annie Tétreault, Étienne Bolze

GENERAL MANAGER: Sylvie Grenier
SENIOR ADVISOR, PUBLIC RELATIONS AND COMMUNICATIONS: Geneviève Cormier

PRODUCER: Michel David
POST PRODUCTION: Marc Denault