2026 Winner

L’Alliance de l’industrie touristique du Québec needed to reposition winter as an asset, not an obstacle. Reframing the season through a wellness lens, “Winterapy” mimicked pharmaceutical advertising, turning cold air, snow and outdoor activity into a “natural treatment,” complete with testimonials, benefit claims and tongue-in-cheek disclaimers. A series of 15-second films showcased Québec’s winter landscapes as mood-boosting prescriptions, using the tone and targeting of real wellness brands to make the message feel credible rather than promotional. The campaign reached 102M people and drove 34M completed views, while contributing to a 5% lift in Ontario visitor spending and a reversal in declining US tourism.

Credits

AGENCY: Cossette
PRODUCTION COMPANY: Les Enfants
SOUND STUDIO: Cult
CLIENT: Alliance de l’industrie touristique du Québec

CHIEF CREATIVE OFFICER, COSSETTE EAST: Anne-Claude Chénier
EXECUTIVE CREATIVE DIRECTION: Patrick Michaud
CREATIVE DIRECTION: Magalie Samson
COPYWRITING: Andrew Lord, Jean-François Perreault
ART DIRECTION: Éric Bouchard, Fabio Verdone
STRATEGY: Judikaela Auffrédou, Anne-Sophie Vachon
CONTENT STRATEGY: Octavie Albert
PRODUCT: Marie-Lou Sévigny, Mélanie Desjardins, Ève Ste-Marie, Kayla McCaig, Mathilde Acosta
MEDIA: Hearts and Science

EXECUTIVE PRODUCTION: Visant Le Guennec
AGENCY PRODUCER: Catherine Richard (Septième)
PRODUCTION COORDINATION: Viviane Luu
DIRECTION & DIRECTION OF PHOTOGRAPHY: Maxime Giroux, Olivier Gossot
POST-PRODUCTION MANAGEMENT: Camille Julien (Postmoderne)
OFFLINE EDITING: Paul Jutras
ONLINE EDITING: Hugo Mazo
COLOR GRADING: Ismael Outtara-Baldé
AUDIO COORDINATION & ORIGINAL MUSIC : Melissa Hassing
MUSIC SUPERVISION: Alexis Charpentier
COMPOSITION: Francis Duchesne
PERFORMANCE: Aiza Ntibarikure, Thomas Vallières
AUDIO MIX & SOUND DESIGN: Gino Visconti, Tanguy Meunier

CLIENTS: Véronique Dumas, Sabrina Belisle, Catherine Garand-Leduc