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The Quebec Auto Insurance Corporation: Breathalysers

Advertising Agency: Lg2, Quebec, Canada
Creative Director: Luc Du Sault
Copywriter / Art Director: Jean Lafrenière
Accounts: Mireille Côté, Catherine Darius, Alexandra Laverdière, Eve Boucher
Agency Producer: Claudia Lemire, Julie Lorazo
Director: Nicolas Monette
DOP: Andre Turpin
Production House: Philippe Lalande / Quatre Zéro Un
Sound Design: Boogie Studio

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17 comments

kleenex's picture
kleenex
26441 pencils

interesting concept.

danyboy's picture
danyboy
9 pencils

I like the concept a lot. I would have just put the song "amazing grace" (or any other funeral theme song) and skip the "anthem of shame". But that's just my pov.
Nice work !

VivianRaul's picture
VivianRaul
20613 pencils

Excellent!

Temple's picture
Temple
9621 pencils

Agree with danyboy, was waiting for Chopin, which would make this extraordinary compared to just good.

Lisbon freak's picture
Lisbon freak
407 pencils

Brilliant.

psykart's picture
psykart
889 pencils

Love it.

DesignDine's picture
DesignDine
1316 pencils

Liked the tag.

ItMatters's picture
ItMatters
2171 pencils

Like the concept.

miko1aj's picture
miko1aj
3097 pencils

i thought about Chopin as well. But this concept is brilliant anyways.

JCG's picture
JCG
39 pencils

I like the simplicity but I'm not that crazy about it. If a policemen considers he has to measure someone's alcohol that doesn't mean he's drunk.

miko1aj's picture
miko1aj
3097 pencils

what? what is your argument?

JCG's picture
JCG
39 pencils

My argument is: using the breathalyser does not mean you are drunk. Then, "the anthem of shame" is building a concept of guiltiness to people who may not be.

miko1aj's picture
miko1aj
3097 pencils

I see. But still – this is not suggesting that everyone who is asked to blow is actually guilty and "sentenced" to shame. Reversing your argument – everyone who is asked to use breathalyser AND IS drunk SHOULD be ashamed of the result. That's why the ending scene shows this literally. Shame. That's it.

JCG's picture
JCG
39 pencils

I get your point. But I have to disagree, because what the ad is showing is people using the breathalyser. The last scene doesn't make all the other people guilty and they are all playing the Anthem of shame, literally. Needless to say I agree with the message, the ad doesn't separate drunk from sober.

CommandZ's picture
CommandZ
2472 pencils

"Anthem of shame" could of been re-tooled to elevate this but it's still good, just not great.

Nicmonette's picture
Nicmonette
36 pencils

I'm curious. How would you re-tool it?

izzlah's picture
izzlah
227 pencils

outstanding work

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