2023 Winner

To highlight Quebec’s food autonomy and the role Hydro-Québec plays within a sustainable energy future, LG2 created “A Billboard That Comes to Life,” a panel of life-size, streetside posters that looked like standard advertising. But in a challenge to that convention, the team converted one of the ‘posters’ into a real greenhouse within a six-metre space, causing many passersby to do a double-take. As part of the campaign, a person was stationed in the greenhouse, inviting people to enter and giving them chili plants that had been transplanted, along with other
greenhouse vegetables from Quebec.

Credits

CREATIVE AGENCY: LG2
CLIENT: Hydro-Québec

[Individual Credits - Agency - LG2]
CHIEF CREATIVE OFFICERS: Marc Fortin, Luc du Sault
VICE-PRESIDENT, CREATIVE: Marilou Aubin
VICE-PRESIDENT, STRATEGY: Sophie-Annick Vallée
VICE-PRESIDENT, ACCOUNT SERVICES: Marie-Christine Cayer, Julie Pilon
CREATIVE DIRECTION: Martin Charron, Marianne Renaud
COPYWRITING: Luc Dupéré, Jean-Christophe Lanteigne-Daigle,
Jean-Frédéric Barrette, Coralie Brindle
ART DIRECTION: Étienne Goulet, Sébastien Legault, Edward Nyamenkum
STRATEGIC PLANNING: Pierre Labadie, Laetitia Prido, Laurence Landry-Leduc
ACCOUNT SERVICES: Marie-Eve Despars, Emilie Masse,
Joannie Bélanger, Véronique Demers, Mélissa
Dallaire, Florent Moignard, Dilma Oliveira
PROJECT MANAGEMENT, PRODUCTION: Cynthia Lemieux
AGENCY PRODUCTION: Lina Piché, Vanessa Vick,
Geneviève Demers, Mélissa Brisson
MAC ARTISTS: Joanie Évrard

[Individual Credits - Production Company - Parade studios]
PRODUCER: Guillaume Dubois
DIRECTOR: Raphaëlle Rousseau
DOP: Simon Lebrun
COLLABORATOR: Publicité sauvage and Pure Horticulture

[Individual Credits - Sound Studio - La Majeure]
ENGINEERING: PO Rioux
MUSIC: Innovation - Jack Richard Pierce

[Individual Credits - Freelance]
EDITING: Simon Lebrun
COLORIZATION: Olivier Séguin-Dang
2D Vfx ANIMATION: casadelfilms