De Facto - "Are you in a toxic relationship?"

Publicis Canada

Publicis Canada Montreal, Canada

3346

Brand: De Facto
Country: Canada

Advertiser: De Facto

Title	Are you in a toxic relationship?
Agency	Publicis Canada
Campaign	Toxic Relationship
Advertiser	De Facto
Brand	De Facto
Date of First Broadcast/Publication	2018 / 11
Business Sector	Institutional/Public Interest/Non-Profit Org.
Philosophy	For young people, 17-24, smoking represents empowerment, a sense of being in control of one’s life. The mandate is to sensitize them to the fact that, in reality, it is the tobacco industry that is in control of their lives, and this through strategies to create a dependency on its products. We created a campaign using an unlikely theme that nonetheless resonates strongly with the target group: romantic relationships. In the end, the entire campaign, which includes a short film, sheds light on the insidious and sly nature of cigarette addiction. Film advertisement created by Publicis, Canada for De Facto, within the category: Public Interest, NGO
Media Type	Television
Length	98 seconds
VP Creative Director	Sylvain Dufresne
Creative Director	Mario Laberge
Art Director	Eric Bouchard
Copywriter	Éléonore Hurtubise
English Adaptation	James Viloria
English Adaptation	Kristian Andersen
Strategy	Laurence Delwaide
Client Services	Stéphanie Martin
Client Services	Félix Grenier
Client Services	Paul-André House
Content Strategy	Ariane Renaud-Brûlé
Media	Natacha Lafleur / Spark
Agency Producer	Renée Séguin
Production	Quatre Zéro Un, Simon Corriveau
Director	Mathieu Grimard
Director of Photography (DOP)	Dereck Branscombe
Post Production	Video Nerve
Editor	Mathieu Grimard
Editor	Charles-Louis Thibault
Colour, on-line	Dominique Belletête
Sound Design	Alexandre Wang-Legentil
Music	Cult Nation / Cri