2023 Winner

“La Presse Explains It All” was an OOH campaign that drew inspiration from the fact that people read the news anywhere and anytime, often getting their information piecemeal. The campaign for La Presse, by Cossette, featured the digital newspaper’s daily headlines followed by a colon – signalling an explanation that was to come. The La Presse logo was embedded in the top part of the colon, while a QR code was incorporated into the bottom. The code directed readers to the relevant article associated with the headline, while different posters were strategically placed in areas that contextualized the subject. Roe vs. Wade, for example, was placed by the Montreal Courthouse. Digital signage was leveraged to quickly create pieces
to explain the latest news stories.

Credits

AGENCIES: Cossette, Septième
MEDIA AGENCY: Cossette Media
CLIENT: La Presse

EXECUTIVE CREATIVE DIRECTOR: Anne-Claude Chénier
CREATIVE DIRECTOR: Mélanie Delisle
ART DIRECTOR: Marc-Antoine Vallée
COPYWRITER: Raphaël Côté
CHIEF STRATEGY OFFICER: Michel-Alex Lessard
STRATEGY: Florence Girod, Jean-Claude Kikongi
DIRECTOR, BUSINESS LEAD: Nicolas Girault
PRODUCTION MANAGER: Suzanne Giguère

PRODUCTION MANAGER: Colette Dumay
PRODUCTION ARTIST: Laurent Trudel