When LG2 first proposed this campaign to me, I immediately realized there was something very strong in the way the concept was tied to the media plan.
The idea is built around a stark reality: every day, on average, one person dies on Quebec roads. To make that number impossible to ignore, the campaign gives it a human face.
We therefore created 28 individual films, each featuring a different person. One film appears each day. Each film runs only once, then it disappears.
More I thought about it, more the concept grew in me, pushing my director’s approach to be stripped down, quiet and direct. A face, a voice, a human being standing in front of us.
I feel the strength of the campaign comes from that restraint. No spectacle, just the fragile presence of someone who is here for a moment, then gone.
Like an obituary notice suspended in time, each character calmly announces their own death, then disappears. Leaving a cold absence that lingers, bringing the full gravity of the moment into focus.
Credits
CLIENT SAAQ • TITLE 1 Par Jour • AGENCY Lg2 • DIRECTOR Olivier Staub • DoP Olivier Staub • PRODUCER Charles Gaudrea • PRODUCTION NovaFilm • CREATIVE DIRECTOR Nicolas Boisvert • CREATIVES Eric Chavgnac - Jean Bernard Bastien - Olivier Caron • EDITING Jason Arbour (Studio Element) • COLOR GRADING Éric Denis (Studio Element) • AUDIO François Belanger (Cult) •