2025 Winner

To raise awareness about the psychosocial risks of workplace harassment and violence, CNESST launched a moving campaign called “Hanging by a thread,” featuring wool characters whose well-being literally unravels. Using handcrafted crochet and 3D-printed visuals brought to life through motion design, the ad depicts how psychological health at work can “hang by a thread.” The story follows a character whose mental state deteriorates with each toxic encounter. By evoking empathy through artistry and emotion, the campaign encourages open dialogue and proactive steps to address these risks, treating mental health in the workplace with the same urgency as physical safety.

Credits

AGENCY: Cossette
PRODUCTION HOUSES: Septième, Rodeo Production
POST-PRODUCTION HOUSES: Rodeo FX, See Creature
SOUND STUDIO: Rodeo FX
MEDIA AGENCY: Cossette Media
CLIENT: Commission des normes, de l’équité, de la santé et de la sécurité du travail (CNESST)

CHIEF CREATIVE OFFICER, COSSETTE EAST: Anne-Claude Chénier
VICE-PRESIDENT, CRÉATION: Richard Rochette-Villeneuve
COPYWRITER: Zoé Forest Paradis
ART DIRECTOR AND PHOTO EDITOR: Jasmin Brochu
STRATEGY: Marie Vaillancourt
ACCOUNT SERVICES: Nicole Laplante

BROADCAST PRODUCTION: Alexandrine Perras, Vlada Zaitzev
PRINT AND DIGITAL PRODUCTION: Mario Lévesque

PRODUCERS: Guillaume Bilodeau, Martine Goyette
CO-DIRECTORS: Pierre Dalpé (Rodéo Production), Dale Hayward, Sylvie Trouvé (See Creature)
ORIGINAL MUSIC: Circonflex

MEDIA PLANNING: Amélie Lemieux, Anaid Guerrero Jimenez