2022 Winner

The creative idea behind “Eat Joy” was to show how biting into a Vachon cake could turn a person’s world into pure joy. The video by Cossette promoted the launch of the brand’s Vachon Market, an online engagement platform where consumers of the Quebec bakery’s products could use their cake purchases to receive Vachon merchandise, gear and experiences. In the spot, a man realizes that the brown footrest in the living room resembles the treat he’s eating, so he takes a bite of it – revealing that the cushion is actually a chocolate treat. Then, he and his friend break a series of objects – each exposing the interiors to be a mille feuille, a chocolate caramel-filled white cake and a jelly sponge roll. The video ran across Facebook, Instagram and YouTube, where it’s so far tracked one million views.

Credits

Client: Vachon (Bimbo Canada)
Agency: Cossette
Production House: Pas de fruit
Sound Studio: Lamajeure
Media Agency: Starcom

Chief Creative Officer: Peter Ignazi
Executive Creative Directors: Louis-Philippe Tremblay, Anne-Claude Chénier
Vice-President, Strategy: Michel-Alex Lessard
Creative Director: Geneviève Duquette
Copywriters: Jean-François Perreault, François-Julien Rainville
Art Director: Éric Bouchard
Account Director: Sophie Couvrette
Account Executive: Alexandra Zins
Producer (Septième): Émilie Meunier

Company: Vachon (Bimbo Canada)
Clients: Mariève Lepage, Annick Rousseau, Christelle Samson, Tania Goecke

Production House: Pas de fruit
Director: Olivier Ménard
Food Artist: Chantal Legault
Set Art Director: Sylvain Lemaitre
Visual Effects: Emmanuel Mazeron
Sound Design: Lamajeure
Sound Engineer / Mixer: Mathieu Morin