Crea Awards

Help Us Fill Emptiness

AGENCY  Cossette  CREATIVE DIRECTORS  Antoine Becotte, Anne-Claude Chenier  ART DIRECTOR  David Theroux  COPYWRITER  Philippe Brassard  PHOTOGRAPHY   Olivier Staub  DIGITAL ARTIST   Jo Kempt               
The primary objective was to increase the general public’s awareness of the Garde Manger Pour Tous and to familiarize Montrealers with the organization’s mission.
To celebrate the organization’s 30th anniversary, Cossette committed to creating a breakthrough promotion in order to strengthen the organization’s reputation. With the “Help Us Fill the Emptiness” campaign, the agency created a visually spectacular installation — for one day only — made up of 3,000 plates at the Place des Festivals in the heart of Montreal, and an impactful poster campaign featuring a series of children holding empty plates. All around the installation, posters, plates, reusable bags and leaflets invited Montrealers to “fill the emptiness” by donating online or via text message. 
thereby creating an effective platform for showcasing the value of the Garde Manger Pour Tous. There were eight million media spots (TV, radio, newspaper and online), two millions views with the banner campaign, 1.3 million views on social media, and a 73% increase in donations over the same period last year.