2025 Winner

Faced with the most ambitious fundraising goal in Quebec’s history, Fondation CHU Sainte-Justine and LG2 launched a bold campaign called “The Orange.” Despite donor fatigue in a competitive philanthropic landscape, the work aimed to double previous fundraising totals while expanding its reach to younger, English-speaking and non-Montreal audiences. Framing its precision medicine as a “medical revolution,” the campaign used childhood imagery and real stories to make the science more accessible and better understood. A raised fist with a hospital bracelet became the campaign emblem, symbolizing strength and hope. A three-minute video featuring Juliette, a young cancer survivor, aired on TV and circulated online. Outdoor and digital executions extended the reach. Results included a 90% video completion rate, a six-fold return on media investment and double-digit increases in donations, intent and public perception. Most importantly, the campaign united Quebecers around a shared vision for the future of children’s health.

Credits

CREATIVE AGENCY: LG2
CLIENT: Fondation CHU Sainte-Justine
POST-PRODUCTION COMPANY: Rodeo FX, FAAV Studio
SOUND STUDIO: Circonflex
MEDIA AGENCY: Jungle
PUBLIC RELATIONS AGENCY: YPR

LG2
CREATIVE DIRECTION: François Sauvé
COPYWRITING: Guillaume Bergeron, Charlotte Perrault
ART DIRECTION: Mario Pesant, Miriam Rondeau
STRATEGIC PLANNING: Stéfanie Forcier
CLIENT SERVICES: Julianne Guilbault, Judith Dupuis, Karine Payette
PROJECT MANAGEMENT, PRODUCTION: Justine Trottier
AGENCY PRODUCTION: Isabelle Fonta, Geneviève Demers
GRAPHIC PRODUCTION:
PHOTOGRAPHY: Manon Rémillard
INTEGRATOR: Cedrick Patenaude
CHIEF CREATIVE OFFICERS: Marc Fortin, Luc du Sault, Josh Stein
VICE-PRESIDENT, STRATEGY: Sophie-Annick Vallée
VICE-PRESIDENT, ACCOUNT SERVICES: Marie-Christine Cayer
EXECUTIVE CREATIVE DIRECTION: François Sauvé

ANIMATION / POST-PRODUCTION
PRODUCER: Véronique Poulin / Luka Tremblay
DIRECTOR: Raphaël Ouellet
DOP: Raphaël Ouellet
PHOTOGRAPHY: Raphaël Ouellet
RETOUCH: Pénélope St-Cyr Robitaille

ANIMATION DIRECTOR: Benoît Therriault, Pierre-Hugues Dallaire
VFX SUPERVISION: Erik Gagnon
PRODUCTION: Denise Dietz
ANIMATION: Xavier Sailliol, Hannes Stummvoll, Mathieu Favreau, Ranine Chav Khun
ENVIRONMENT: Eric Stevenot
COLORISATION : Benoît Côté
COMPOSITING: Cesar Mion, Camille Potvin, Anne Georges, Aurelie Lafitte

ENGINEERING: Frédéric Laurier et Craig Murdock
MUSIC: François-Pierre Lue, Olivier Girard, Paul-Étienne Côté
MUSICAL SUPERVISION: Laurence Guichandut

PRESIDENT: Yanik Deschênes
PR & INFLUENCE MARKETING DIRECTOR: Laetitia Harty
MEDIA RELATIONS MANAGER: Pauline Lazarus
PR & INFLUENCE MARKETING COORDINATOR: Jasmine Dufour-Grégoire

FONDATION CHU SAINTE-JUSTINE
DIRECTOR, COMMUNICATIONS: Julie Veilleux
VP MARKETING AND COMMUNICATIONS: Emmanuelle Ouimet,
PRESIDENT AND GENERAL MANAGER: Delphine Brodeur