2025 Winner

Of the five million Canadian households paying rent each month, 53% don’t have tenant insurance because it’s not mandatory – meaning over two million people don’t have coverage. With “Mystery Fridge,” Belairdirect Car and Home Insurance aimed to capture this market on a single day – Moving Day in Quebec on July 1, when all leases for renters expire. Belairdirect staged the ultimate moving catastrophe on one of Montreal’s busiest streets: a fridge that fell from the third floor onto a car parked below.

It didn’t take long for the image to spread across social media, causing Gen Z and Millennials to start talking about insurance online on their own. One of Quebec’s famous singer/songwriters used the image for his upcoming tour. Even moving companies used the image in their ads. When a news channel arrived to cover the story, Belairdirect revealed itself with a banner on a nearby moving truck.

Credits

SID LEE (Agency)
Félix-Antoine Brunet: Art Director
Olivier Goulet-Lafond: Copywriter
Alexis Caron-Côté: Copywriter
Alexandre Pellerin: Creative Director
Alexis Caron-Côté: Creative Director
Alex Bernier: Executive Creative Director
Jean-François Dumais: EVP, Head of Creative
Gaëlle Paquet: Account Executive
Éric-Alexandre Simard: Account Executive
Vanessa Gervais: Executive Producer
Nardjes Rouighi: Group Account Director
Camille Nadeau: Production Coordinator

belairdirect (Client)
Marie-Claude Filion: Marketing Specialist
Chloé Bibeau: Marketing Manager
Evelyne Lepage: Marketing Director
Marie-Pierre Leclerc: Vice-President, Marketing
Gabrielle Samson: Marketing Advisor
Jennifer Beck: Communications Director
Amélie Therrien: Marketing Advisor
Patrick Dubé: Marketing Advisor

PARADES (production)
Jean-René Parenteau: Executive Producer
Guillaume Dubois: Producer & Partner

CLARK INFLUENCE ( PR & Influencer company)
Myriam Plante: Account Director
Marisol Lafrance: Strategy and Influencer Advisor

PHD ( Media agency)
Caroline Côté-Lebeau: Associate Director, Strategy
Alexandra Cloutier: Director, Digital Activation
Rachel Prévost: Supervisor, Digital Activation
George Swann: Account Manager
Jade Lavallée-Labossière: Account Director