2022 Winner

Quebec telecommunications company Videotron wanted to explain 5G to Quebecers in a simple way. With Sid Lee, it enlisted people from a tiny village near Montreal called L’Avenir, which translates to “the future” in English. In separate videos, a snowmobiler, maple syrup producer, and firefighter and mechanic demonstrate how 5G works using the world in which they’re most familiar. For instance, a snowmobiler shows how an additional rider, representing a heavy “file,” slows down the speed of a snowmobile the way 4G does, while 5G will allow for faster downloads.

Credits

Client: VIDEOTRON

Vice President, Marketing: Sylvie Charette

Marketing Director, Brand: Simon Parent

Marketing Manager: Marjolaine Leclerc, Karine Perron, Florence Ferreira

Project Manager: Edith Beaulieu



Creative Agency: SID LEE

Executive Creative Director: Alex Bernier

Creative Director: Maxime Paiement

Co-Creative Directors: Jonathan Lavoie, David Allard

Copywriter: Pierre-Luc Loranger

Art Director: Simon Caspar

Group Account Director: Sylvie Crête

Account Manager: Sébastien Tremblay-Ponton

Senior Strategist: Marilyse Dionne



Production House: COLAB Studio

Senior Director: Lucie Gauthier

Executive Producer: Marc Fraser

Production Manager: Claudine Fréchette





Audio Mix: François Bélanger, Cult Nation

Original Music: Cult Nation

Director: Émile Lavoie

Director of Photography: Christophe Dalpé



Production Manager: François Cardin

Offline Editor: Vincent Ruel-Côté

Online Editor: Alex Léger



MELS:

Colourist: Marc Boucrot

Artistic Director: Camille Parent

Stylist: Valérie Brousseau