The idea that Centraide’s work can lift people up has been turned into a visual metaphor in a very emotive campaign by Rethink Montréal and Les Enfants director, Olivier Staub.
Even after the pandemic, which heavily impacted the most vulnerable members of our community, waned inflation dealt another blow to the least fortunate households in the greater metropolitan area of Montréal. Their problems are being heightened by the worsening shortage of affordable housing. Centraide and the agencies it supports are directly witnessing the population’s growing challenges and the urgent need to act.
In the months leading up to the launch of the organisation’s 49th annual campaign, Centraide of Greater Montreal wants to raise public awareness of the issues of poverty and social exclusion. This was been translated into the campaign message, Without the burden of poverty and exclusion, we can all rise up, and a 60-second PSA that delivers it straight to the heart.
“Poverty and exclusion is a daily matter for many of us. It would have been easy to fall into miserabilism but instead I oriented the treatment towards hope and a literal translation of elevation. I wanted to correlate a seamless visual metaphor that elevated the concept in the most touching and sensitive proposal. Giving birth to ambitious visual storytelling fresques is always a challenge but it is the kind a film that keeps the spirit going, Staub commented.
Credits:
Creative Agency: Rethink
Executive Creative Director: Nicolas Quintal
Creative Director: Maxime Sauté
Creatives: Vicky Morin, Dominique Audet, Maxime Sauté & Xavier Blais
Strategist: Suzy Truong
Account Management: Mélanie Châteauneuf & Tim Jubinville
Studio: Cadu Rocha
Producers: Valérie Lapointe & Katia Dupuy
Production Company: Les Enfants
Director & Photographer: Olivier Staub
Executive Producer: Stéphanie Beaudin
Production Coordinator: Audrey Martin
Director of Photography: Jonathan Decoste
Casting: Denise Charest
Art Director: Fannie Legrand
Stylist: Joanick Giroux
Editing: Paul Jutras
Colourist: Benoît Côté
Flame Artist & VFX: Jean-Marc Laurin
Photo Retouching: Visual Box
Music: Ça va ça va
Songwriter: Philémon Cimon
Performer: Lou-Adriane Cassidy, courtesy of Bravo Musique
Musical Supervision & Rights Clearance: Alexis Charpent
