2025 Winner

In a world dominated by screens, “Cell Phone” offers a gentle reminder that simple pleasures – like reading – still carry lasting power. Quebec’s Ministère de l’Éducation launched a hauntingly tender TV spot that captured a quiet, nostalgic moment: a young boy lying under a blanket, his face softly lit by the glow of a smartphone. At first, it appears he’s scrolling late into the night, but a gentle twist reveals he’s using the phone’s flashlight to read his favourite book. The spot’s tagline – “If you read, so will your kids” – drives home the central message that children mirror their parents’ habits. With no dialogue, the film leans on immersive sound design and evocative lighting to tell a story that feels both intimate and universal. The spot aired widely across Quebec, sparking conversations about digital habits in the home and reminding viewers how small actions, like picking up a book, can help shape the next generation.

Credits

[Company Credits]
CREATIVE AGENCY: LG2
CLIENT: Gouvernement du Québec
PRODUCTION COMPANY: Les Enfants
POST-PRODUCTION COMPANY: Les Enfants
SOUND STUDIO / ENGINEERING: Lamajeure
MEDIA AGENCY: Touché!

[Individual Credits - Agency - LG2]
CHIEF CREATIVE OFFICERS: Marc Fortin, Luc Du Sault, Josh Stein
CREATIVE DIRECTION: Éric Chavagnac
COPYWRITING: Éric Chavagnac
ART DIRECTION: Olivier Caron, Jean-Simon Charland
STRATEGIC PLANNING: Christine Larouche, François Giroux
ACCOUNT SERVICES: Alexandra Laverdière, Maude Richard et Laurence-Olivier Paquet
PROJECT MANAGEMENT, PRODUCTION: Julie Pichette, Mélissa Brisson
AGENCY PRODUCTION: Emmanuelle Bérubé
MEDIA: Simon Wauthier, Sotheary Chan et Louis Chevallier
PHOTOGRAPHY: Bruhmuller Studio - Benoît Bruhmuller, Andréanne Lapointe-Aubert
LAYOUT ARTIST:Olivia Lapierre-Fortin et Marie-Ève Roussy

[Individual Credits - Production Company - LES ENFANTS]
PRODUCER: Visant Le-Guennec
DIRECTOR: Ivan Grbovic
DOP: Sara Mishara
EDITING: Arthur Tarnowski, Dominic Rioual