2026 Winner

Despite years of awareness efforts, many Quebec boaters continued to bring lifejackets without wearing them, contributing to over 600 drownings in the past decade. “Ghost Jackets” confronted this complacency by transforming the lifejackets of drowning victims into stark public memorials, installed at the exact locations where lives were lost. Painted white and placed along shorelines, docks and riverbanks, each jacket served as an unsettling reminder in spaces where no traditional media exists. The idea was also brought into retail environments, appearing in stores like Canadian Tire and online beside real products, intercepting consumers at the moment of purchase. Supported by a film anchored in a victim’s story, the initiative created a new kind of OOH network rooted in real tragedy. The campaign generated 32.6M reach and over 4.3M video views, with nine in ten viewers reporting they were more likely to wear a lifejacket after seeing the work.

Credits

[Company Credits]
CREATIVE AGENCY: LG2
CLIENT: Lifesaving Society (Quebec Division)
PRODUCTION COMPANY: Gorditos
POST-PRODUCTION COMPANY: Shed
SOUND STUDIO: Circonflex

[Individual Credits - Agency - LG2]
EXECUTIVE CREATIVE DIRECTION: Geneviève Langlois
CREATIVE DIRECTION: Frédéric Tremblay
COPYWRITING: Jean-Frédéric Barrette, Cédric Audet
ART DIRECTION: Miriam Rondeau
DESIGN: Maxime Jenniss, Mathilde Bonin-Leblanc
ADAPTATION : Krissi Campbell
INTERVIEW : Catherine Foisy
RESEARCH : Andrée Giraldeau
CLIENT SERVICES: Carl Milette, Maude Lavigne
PROJECT MANAGEMENT, PRODUCTION: Mélanie Thérien
AGENCY PRODUCTION: Valéry Lewis, Lina Piché
MOTION DESIGN: Antoine Hallé
EDITING: Carl Munger, Alicia Barbeau
PHOTOGRAPHY: Marie-Emmanuelle Laurin
CHIEF CREATIVE OFFICERS: Nicolas Baldovini, Josh Stein, Luc Du Sault
VICE-PRESIDENT, ACCOUNT SERVICES: Karine Payette


[Individual Credits - Production Company - Gorditos]
PRODUCER: Saskia von Lignau
DIRECTOR: Raphaël Ouellet
DOP: Raphaël Ouellet
DIRECTOR team B : Justin Desjardins
EDITING: Alexandre Richard


[Individual Credits - Post-production Company - Shed]
COLORIZATION: Lany-Jade Mondou

[Individual Credits - Sound Studio - Circonflex]
ENGINEERING: Jonathan Doyon, Craig Murdock
MUSIC: Paul-Étienne Côté, François-Pierre Lue


[Individual Credits - Client - Lifesaving Society (Quebec division)]
Raynald Hawkins, Executive Director
Anne-Marie Francoeur, Head of Communications and Public Relations
Cynthia Collerette, Head of Marketing and Partnerships