Every day on average, one person dies on Quebec roads. Sadly, as a statistic that will shock for a moment and then be forgotten. But LG2,  director Oliver Staub, and Nova Film have given it a human face for Société de l’assurance automobile du Québec (SAAQ). And deliver a tragedy that cannot be seen once and forgotten. The campaign uses an innovative media structure – one death a day, one film a day. Each day, the previous film disappears, replaced by another.

28 individual films were shot for the campaign, Un mort par jour, each featuring a different person. Not just a broadcast mechanic, it is the core strength of the idea. The campaign uses repetition, time and disappearance to echo the reality behind the message.

For director Olivier Staub, the power of the campaign comes from restraint. The films are stripped down, quiet and direct, with an almost documentary presence. The visual language avoids sensationalism and instead focuses on stillness, direct address and the emotional weight of the person on screen.

“ The strength of the campaign was in refusing to d ramatise the sub ject. We did not need to create spectacle. We needed to remove distance. A face, avoice, a human being standing in front of us. That simplicity is what makes the message difficult to ignore. The fact that each film runs only once was essential. It gives the campaign a form of fragility. You see someone for one day, then they are gone. That diisappearance is not a gimmick . It is the idea,” Staub commented.

The result is a campaign that confronts viewers not with the abstraction of a road toll, but with the possibility of a real life interrupted. It is minimal, human and quietly unsettling.

Un mort par jour delivers a daily reminder that road safety is not an abstract public issue, but a personal and collective responsibility.