To recognize a diamond in the rough, you have to have flair. This time, rather than “polish” it, we chose to keep the raw material as is, knowing that the emotion and truth of an authentic telephone recording could alone carry a full campaign. It was a conscious choice that guided creation throughout: minimalist visuals, sober tone and stripped-down staging that left the audience face to face with the essential. An actual call. Actual thanks.
In radio format, the force of the message remains intact. In video format, we transposed the intensity by building an image that was strong in its simplicity: a silent food bank, a telephone on the wall, and a voice that cut to the heart. Far from any creative one-upmanship, it was the strategic choice of restraint that gave the campaign its power.
The campaign was deployed on television, on the radio, in digital video and audio, and on the social networks. With its multiplatform deployment, Food Banks of Quebec sought to sensitize the population to the reality of people in a situation of food insecurity and encourage contributions to the cause, indispensable to the pursuit of its mission.
Now it’s our turn to thank our partners OKOK and Studio Edgar, who agreed to also contribute, making possible a production that was worthy of the cause. It was inspiring to put our shared knowhow to work for a cause as essential as this.
RESULTS
The media quickly picked up on the campaign, sparking positive discussions on the radio shows “Tout un matin” on Radio-Canada (CBC) and “Les filles du lunch” on Rythme FM, as well as coverage on CTV News and Noovo Info. Local luminaries also hailed the emotional force of the approach, amplifying the message and the sense of gratitude toward the Food Banks of Quebec.
