2024 Winner

Tree cutting suffers from negative public perception, but wood is a sustainable and renewable material that can be managed responsibly and in a way that’s respectful to the environment. Working with Cossette, the CIFQ launched “No Wood, No Good” to educate Quebeckers about the critical role wood plays in our lives and emphasizes the forestry industry’s investments in sustainability. The 30- and 15-second spots show versions of what would happen if wood wasn’t part of our lives: privacy would be an issue if wooden bathroom doors disappeared; life would become problematic without wooden furniture; and using the bathroom wouldn’t be a positive experience if we didn’t have toilet paper.

Credits

Cossette Quebec
Executive creative director: Anne-Claude Chénier
Creative director : Richard Rochette-Villeneuve
Copywriter: Sébastien Forget
Art director: Nicolas Baillargeon, Geneviève Renauld
Senior strategic planner: Marie Vaillancourt, Rémi Charpentier
Vice-president, Business lead: Zoé Béland
Product Director:Pierre-Antoine Lavoie
Product Advisor : Louiza Aider
Production : Vlada Zaitzev (Septième)

Director : François Jaros
Production: Stéphanie Lord, Michel Boily

Post-production : Camille Potvin, Laura Derrey
Color : Benoit Côté

Client:
Conseil de l’industrie forestière du Québec -
Véronique Normandin, Marianne Brassard