2025 Winner

To raise awareness about pedestrian safety, LG2 partnered with SAAQ (Société de l’assurance automobile du Québec) to launch “The Eyes,” a striking ambient campaign that reminded drivers that they’re always being watched – especially in the urban spaces they share with pedestrians. At the heart of the campaign was a bold visual: a pair of oversized animated eyes projected on the side of a truck. As the vehicle moved through busy pedestrian areas, the eyes tracked and reacted to the people around them, delivering an eerie yet effective reminder to pay attention. The minimalist, almost cartoonish design stood out sharply against urban backdrops, creating a sense of intrigue and discomfort. The truck acted as a moving billboard, sparking organic conversation in real time and across social media. By turning a passive message into an active presence, “The Eyes” reframed road safety as a shared responsibility – where vigilance, not just vision, helps save lives.

Credits

[Company Credits]
CREATIVE AGENCY: LG2
CLIENT: Société de l’assurance automobile du Québec
PRODUCTION COMPANY: NOVA FILM
POST-PRODUCTION COMPANY: NOVA FILM
SOUND STUDIO: Circonflex
MEDIA AGENCY: Touché!

[Individual Credits - Agency - LG2]
CHIEF CREATIVE OFFICERS: Marc Fortin, Luc du Sault, Josh Stein
VICE-PRESIDENT, EXECUTIVE CREATIVE DIRECTION: Nicolas Boisvert
CREATIVE DIRECTION: Luc du Sault
COPYWRITING : Alexis Cadieux
ART DIRECTION : Jean-Simon Charland
CLIENT SERVICES: Alexandra Laverdière, Camille Savard, Laurence-Olivier Paquet
AGENCY PRODUCTION: Claudine St-Pierre
GRAPHIC PRODUCTION: Olivia Lapierre-Fortin, Marie-Ève Roussy

[Individual Credits - Production Company - NOVA FILM]
PRODUCER: Samuel Petitclerc
DIRECTOR: David Poulin
DOP: Alex Nolet

[Individual Credits - Post-production Company -NOVA FILM]
PRODUCER: Jason Rancourt
PRODUCTION COORDINATOR : Émilie Auclair
EDITING: Louis-Philippe Gagné
COLORIZATION: Studio Élément - Éric Denis