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Diving

Agency: 
Published/Aired: 
May 2012
Description: 
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

Comments (6)

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Highest Rated

lauracripps's picture
lauracripps
Activity Score 20

This hit the nail on the head for me

Tom Megginson's picture
Tom Megginson
Activity Score 548

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

sacrilegend's picture
sacrilegend
Activity Score 3392

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
kleenex
Activity Score 43434

I want to agree with you.

gonndo's picture
gonndo
Activity Score 1094

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
Blue
Activity Score 41

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
lauracripps
Activity Score 20

This hit the nail on the head for me

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