| Title | Life Thieves 2 |
| Title (original language) | Voleurs de vies |
| Campaign | Life Thieves |
| Advertiser | RSEQ |
| Brand | De Facto |
| Posted | November 2011 |
| Business Sector | Anti-Drug/Alcohol/Tobacco Message |
| Tagline | De Facto, The Truth… Unfiltered. |
| Story | <!--[if gte mso 9]><xml> </xml><![endif]--><!--[if gte mso 9]><xml> Normal 0 21 false false false EN-GB JA X-NONE </xml><![endif]--><!--[if gte mso 9]><xml> </xml><![endif]--><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Tableau Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Cambria","serif"; mso-ascii-font-family:Cambria; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Cambria; mso-hansi-theme-font:minor-latin; mso-ansi-language:EN-GB; mso-fareast-language:JA;} </style> This is the new yearly campaign from the Canadian De Facto. De Facto is the name for the fight against tobacco from RSEQ (Réseau du sport étudiant du Québec), the Canadian Youth Sports Organization. Their tagline: De Facto, The Truth… Unfiltered. This year, the organization wishes to raise questions concerning the legitimacy of tobacco industry practices and products. To bring about such a reflection, the campaign uses symbolic icons such as a masked face and a rich decor representing the billions in profits, all signed voleursdevies.ca (Thieves of life). The campaign was launched at October 23. This third provincial campaign-platform comes in two television spots, the first presented as a teaser for the first two weeks. The second unveiled over the following three weeks to conclude the campaign. Posters will be distributed in high schools, colleges and universities across the province of Québec. There will also be posters displayed in a teaser form throughout the cities of Montreal and Quebec. At the heart of the campaign is the microsite voleursdevies.ca. A presence is also planned on the Web as well as an increased presence in social media. |
| Media Type | |
| Creative Director | Sébastien Boulanger |
| Creative Director | Michel De Lauw |
| Account Manager | Marjolaine Robitaille |
| Designer | Marjolaine Robitaille |
| Photographer | Julie Bouchard |
| Photographer | Benoit Camirand |
| Interactive Production Company | Jean-François Gauthier |
| Audio Post Production | Sonart |
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