2023 Winner

To raise awareness and funds to support families of premature babies, Préma-Québec created “The 1.8 Pound Book” with LG2. The weight of the illustrated book of children’s stories reflected the weight of an average very premature baby, with special attention paid to details of the book production: the format and number of pages, the humidity of the paper and the ink used in the printing process. The book’s dust jacket resembles a newborn swaddled in a blanket. The four short stories, written and illustrated by renowned Quebec authors and illustrators, depict the realities of tiny beings arriving too soon. A video was made of one of the authors reading her story in a neonatal ward. Mimicking a preemie, the book itself was released one month early on World Prematurity Day and was supported by a launch video featuring a 1.8-pound baby on a scale. The campaign included community outreach and online advertising, and engaged key influencers, including Quebec’s Premier
François Legault, to support the cause.

Credits

CREATIVE AGENCY: LG2
CLIENT: Préma-Québec
PRODUCTION COMPANY: Gorditos
SOUND STUDIO / ENGINEERING: Circonflex
MUSIC: Circonflex
MEDIA AGENCY: Touché!
PUBLIC RELATIONS AGENCY: Alinea
CHIEF CREATIVE OFFICERS: Marc Fortin, Luc du Sault
VICE-PRESIDENT, EXECUTIVE CREATIVE DIRECTOR:
Marilou Aubin, Nicolas Baldovini
VICE-PRESIDENT, STRATEGY: Sophie-Annick Vallée
VICE-PRESIDENT, ACCOUNT SERVICES: Marie-Christine Cayer
CREATIVE DIRECTION: Frédéric Tremblay, Geneviève Langlois,
Élise Cropsal, Odile Archambault
COPYWRITING: Guillaume Bergeron, Jean-Christophe Diaque,
Marie-Ève Leclerc-Dion
ART DIRECTION: Marc Guilbault, Tiana Rica
DESIGNER: Sophie Valentine
ACCOUNT SERVICES: Marie-Julie Cossette, Sarah-Maude Raymond,
Samuel Bouffard, Simon Boisvert
AGENCY PRODUCTION: Isabelle Fonta, Mélanie Bruneau
MOTION DESIGN: Jean-Philippe Guy, Antoine Hallé, Elisa Ferreira
MAC ARTIST: Julie Hotte
AGENCY PRODUCTION, PRINT: Louis Dorval, Mélissa Brisson,
Geneviève Demers
PROJECT MANAGEMENT, PRODUCTION: Emmanuelle Gauthier-Laquerre
[Production Company - Gorditos]
PRODUCER: Véronique Poulin
DIRECTOR: Nicolas Monette
DOP: Gabriel Brault-Tardif
[Production Company - Freelance]
EDITING: Olivier Binette
[Sound Studio - Circonflex]
ENGINEERING: Tanguy Meunier
[Individual Credits - Media - Touché!]
PROJECT MANAGER: Rosemarie St-Amand
MEDIA DIRECTOR: Gabrielle Côté
MEDIA STRATEGIST: Alexandra Lafontaine
[Client - Préma-Québec]
GENERAL MANAGER: Ginette Mantha
MARKETING AND COMMUNICATIONS DIRECTOR: Sophie Chaloux
MARKETING COORDINATOR: Daphné Pilon
[Individual Credits - Freelance]
AUTHORS: Simon Boulerice, Audrey Borduas, Stéphanie Lapointe, Guillaume Corbeil
ILLUSTRATORS: Émilie Leduc, Charles-Etienne Brochu,
Mathilde Filippi, Cécile Gariépy
[Publishing - Les Éditions de la Bagnole]
GENERAL MANAGER GROUPE VILLE-MARIE LITTÉRATURE: Martin Balthazar
COORDINATOR: Sophie Deschênes