Quebec Health Ministry: Diving

Advertising Agency: lg2, Quebec, Canada
Creative Direction: Luc Du Sault
Art Direction: Nicolas Boisvert
Copywriting: Luc Du Sault
Account Planners: Mireille Côté, Catherine Darius
Account Managers: Marie-Andrée Mackrous, Mireille Côté
Agency Producer: Claudia Lemire
Production House: Quatre Zéro Un, Nicolas Monette
Production House Producer: Stéphanie Lord
Media Agency: Touché!, Alexandre-Pascal Lamoureux
Sound Design: Boogie Studio


Tom Megginson's picture
Tom Megginson
538 pencils

Great concept. So why does it feel that it somehow comes up short?

sacrilegend's picture
2283 pencils

I think, perhaps, it's the multiple metaphors going on here.

Losing a moment versus gambling with your life (represented with the cards). Either insight is strong enough to stand on its own, but when they get mixed, both lose their power.

Had they "hidden" or "lost" the moment in another way, I probably would be sobbing right now, haha. Because I completely agree: beautiful concept... just overcomplicated execution.

kleenex's picture
31573 pencils

I want to agree with you.

gonndo's picture
1096 pencils

The twist and the copy was awesome!!!
I don't know if they did it on purpose, but the crappy hand that was showed, it helped to sell the idea too.
Really good job...

Yes, my profile picture is my dog on my sister's bed, with a pillow and a blanket...

Blue's picture
41 pencils

I think it could've been executed a little better. Ok, i don't want to get cynical. Good job! Any more of this campaign? it craves for more executions.

lauracripps's picture
20 pencils

This hit the nail on the head for me

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