Quebec Health Ministry introduces a new shocking campaign called “Diving”, which fights against the gambling addiction.
The video draws you into the radical experience. It features a little boy who is competing in a diving contest. The ad beautifully expresses the tension and concentration of the boy who is preparing to dive. And just before he jumps off the diving board, the poker cards come out in front of a camera and hide the boys performance.
The campaign announces: Haw many moments are you willing to lose? It is concerned with the addiction and stresses that gamblers lose not only the money, but precious moments and families as well.
See the video and tell us what you think about it.
Advertising Agency: lg2, Quebec, Canada
Creative Direction: Luc Du Sault
Art Direction: Nicolas Boisvert
Copywriting: Luc Du Sault
Account Planners: Mireille Côté, Catherine Darius
Account Managers: Marie-Andrée Mackrous, Mireille Côté
Agency Producer: Claudia Lemire
Production House: Quatre Zéro Un, Nicolas Monette
Production House Producer: Stéphanie Lord
Media Agency: Touché!, Alexandre-Pascal Lamoureux
Sound Design: Boogie Studio