2026 Winner

Canac addressed Quebec’s high rate of construction site injuries by rethinking how safety messaging shows up on-site. Instead of traditional posters, the campaign featured handwritten messages from three accident victims – each living with eye, hand or paralysis-related injuries – where the text itself was visibly affected by their condition. This unpolished, human approach made the consequences of unsafe work impossible to ignore. Placed directly on construction site hoardings across more than 100 locations, the posters reached workers in the moments that matter most. The campaign drove both perception and action: 91% of Quebecers reported improved brand perception, 54% now prefer Canac and more than 2,000 pieces of protective equipment were distributed.

Credits

[Company Credits]
CREATIVE AGENCY: LG2
CLIENT: Canac Hardware Store, Patrick Delisle, Mélissa Gamache
PRODUCTION COMPANY: OKOK
SOUND STUDIO: Studio Octave, Ronny Martinez
MEDIA AGENCY: Médialliance


[Individual Credits - Agency - LG2]
CREATIVE DIRECTION: Luc Du Sault
COPYWRITING (including content): Félix-Antoine Belleville
ART DIRECTION (including content): Megan Plamondon
STRATEGIC PLANNING: Christine Larouche, Charles-André Marleau
CLIENT SERVICES: Isabelle Miville, Noémie Steben-Roy
PROJECT MANAGEMENT, PRODUCTION: Julie Pichette
MOTION DESIGN : Daniel Martinez-Mendoza
AGENCY PRODUCTION: Noémie Beaudet-Centomo, Claudia Lemire
GRAPHIC PRODUCTION: Sylvain Grégoire
CHIEF CREATIVE OFFICERS: Josh Stein, Nicolas Baldovini, Luc Du Sault
CHIEF STRATEGY OFFICER: Sophie-Annick Vallée
VICE-PRESIDENT, EXECUTIVE CREATIVE DIRECTION: Nicolas Boisvert

[Individual Credits - Production Company - OKOK]
PRODUCER: Christina Drouin
PRODUCTION COORDINATOR : Maude Morin
DIRECTOR: Zachary Turgeon
DOP: Raphaël Desharnais

[Individual Credits - Post-production Company - OKOK & Studio Élément]
EDITING: Cédric Noël
COLORIZATION: Éric Soucy (Studio Élément)
SPECIAL EFFECTS: Thierry Roussel Garneau (Studio Élément)

[Individual Credits - Sound Studio - Studio Octave]
ENGINEERING: Ronny Martinez