“We chose Cossette because their team offers the perfect balance we’re looking for in terms of creative and strategic expertise. They are both highly qualified and able to adapt to our needs, on a human scale, which is vital for a major pan-Canadian brand relaunch. Plus, their enthusiasm to work with us was contagious,” explained Janick Parent, Director of Marketing and Innovation at Vachon.

The Vachon brand, acquired by Mexican firm Grupo Bimbo in 2015, is well loved by Canadians, especially Quebecers, who have been loyal to the brand since it was founded in 1923.

“Professionally, it’s a dream come true for us to work with such an influential brand. We all have an emotional attachment to Vachon cakes, and having the opportunity to collaborate on the brand’s relaunch is a real treat,” added Cossette’s Michel-Alex Lessard, VP of Strategy, and Anne-Claude Chénier, Creative Director, who will jointly lead the project.

Cossette and Vachon have already begun whipping up a new campaign, set to debut in time for back to school in September.

About Cossette
Cossette is a fully integrated marketing communications agency offering a full range of cutting-edge communications services. Cossette is a community of specialized talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy Magazine, is a Platinum-Level Aon Hewitt Best Employer, and is on Ad Age Magazine’s list of Best Places to Work. The agency has offices in Halifax, Québec City, Montréal, Toronto, Vancouver and Chicago, and has been making strides to become a major player amongst global agencies. To learn more, visit cossette.com.

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For more information:
Roxanne Chaudier
514-827-8315
roxanne.chaudier@cossette.com

Reporting directly to Mélanie Dunn, Cossette’s President and CEO, Stacey will define and implement the agency’s integrated communications strategy, internally and externally, nationally and internationally. She will work closely with Executive Vice-Presidents and General Managers Louis Duchesne and Daniel Shearer.

“Stacey’s talent is undeniable. Her natural leadership, strategic thinking and entrepreneurial spirit will be valuable assets for Cossette during this exciting period of growth,” said President and CEO Mélanie Dunn. “By creating this position, we are highlighting the importance we attach to communicating our corporate culture and to our clients’ success.”

Stacey possesses solid experience in corporate communications, marketing communications, public relations, and issues management, gained during her years with prominent national brands including TELUS, Le Germain Hotels, and Alt Hotels.

“The desire to build has always been a part of me. It’s a real pleasure to be able to put my expertise to use to help an innovative, homegrown company assert its position, here and abroad,” said Stacey Masson, Senior Director, Corporate Communications.

Stacey has harnessed that drive not only in her professional life, but also by supporting causes she cares about, such as improving the status of women, and promoting entrepreneurship and the visual arts.

About Cossette
Cossette is a fully integrated marketing communications agency offering a full range of cutting-edge communications services. Cossette is a community of specialized talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy Magazine, is a Platinum-Level Aon Hewitt Best Employer, and is on Ad Age Magazine’s list of Best Places to Work. The agency has offices in Halifax, Québec City, Montréal, Toronto, Vancouver and Chicago, and has been making strides to become a major player amongst global agencies. To learn more, visit cossette.com.

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For more information:
Roxanne Chaudier
514-827-8315
roxanne.chaudier@cossette.com

Developed by creative agency Cossette, the new brand platform aims to inspire its millennial consumer audience to stop overlooking the imperfections that make them awesome. Instead of trying too hard to be perfect and keep up with lifestyle expectations often portrayed through social media, Pizza Pops wants to highlight weirdness as something to be celebrated.

In a series of online videos, Pizza Pops takes the viewer through “weird good” scenarios shining a spotlight on the weirdness that makes individuals so awesome – from ‘Introverted Pizza’ and ‘Hand Dance’ to ‘Pizza Face’ and ‘Pizza Flirting’.

The videos will run online as YouTube pre-roll and on Pizza Pop’s social media channels for eight weeks.

“We were looking for a partner that was both creative and strategic, given the challenges today’s retailers are faced with,” explained Sandrine Bourlet, Director of Experiential Marketing at the SAQ. “Following a rigorous selection process, Cossette distinguished itself by its understanding of the consumer data, and showed us it has both the approach and expertise to support us in developing our customer experience, most notably in the shift towards relationship marketing.”

As a major retailer and leader in customer experience and marketing innovation, the SAQ has clearly demonstrated its desire to place the customer at the heart of the retail experience, specifically through its SAQ Inspire relationship program and its transition to an omnichannel distribution model.

“Working with the SAQ means being a part of the lives of millions of Quebecers, which is something our team takes great pride in. The SAQ’s aspirations are strong and engaging, presenting challenges for us that are as diverse as they are exciting,” said Louis Duchesne, Executive Vice-President and General Manager at Cossette. “This new mandate is perfectly in keeping with Cossette’s positioning, which is based on our unparalleled expertise ranging from creativity to technology, and everything in between.”

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“We are thrilled to see our work recognized among the best of the best. These wins demonstrate the strength of our craft,” said Daniel Shearer, Executive Vice-President and General Manager at Cossette.

Cossette took home awards in the following categories:

• Entire Design Program—Campaign: Léger and Cossette, Ovation
• Identity—Series: Léger and Cossette, Ovation
• Logo/Wordmark/Brand Identity—Series: Léger and Cossette, Ovation
• Public Service/Charity Design—Series: Garde-Manger Pour Tous, Help Us Fill The Emptiness
• Poster—Single: Ronald McDonald House BC, Moguls to Meals
• Poster—Single: Ronald McDonald House BC, Sights to Sweets

The Applied Arts Awards is the only competition in Canada that celebrates the creative work of professionals across the visual communications sector, from image-makers to advertising executives and designers. The Design category spans disciplines, touching on typography, packaging, web and app development, print, and out-of-home applications, to name but a few.

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Inspired by GMPT’s mission to provide 3,000 meals for schoolchildren at lunchtime in disadvantaged Montreal neighbourhoods, Cossette designed the visual identity for the organization’s annual fundraiser.

The new identity included a font created especially for the event to effectively communicate the connection between attending the fundraiser and helping underprivileged kids.

The campaign includes a series of promotional videos for social media, signage, print and decor for the event.

Credits:
Client – Garde-Manger Pour Tous
Agency – Cossette
Sound – Lamajeure – Mathieu Morin

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For more information:
Roxanne Chaudier
514-985-8255
roxanne.chaudier@cossette.com

Developed by creative agency Cossette, the integrated campaign promotes the underground and independent comedy festival with an edgier style of humour than what’s typically shown at large scale comedy events.  The No Refunds Comedy Festival doesn’t offer family-friendly acts like Just For Laughs and so they turned the old expression "laughter is the best medicine" on its head with "It's Not Medicine. It's Comedy."

An online video, directed by Tim Godsall, opens in a hectic emergency room where a nurse and doctor urgently run through a series of jokes in order to save a critically injured patient, since laughter is the only form of medicine. From observational and standup to topical and one-liners, they desperately try every style of humour to keep the patient from flatlining.

Additionally, out of home posters further promote “It’s not medicine. It’s Comedy.” by displaying pieces of prescription paper with handwritten jokes as a doctor’s prescribed dose of medication.

Developed by creative agency Cossette, the tongue-in-cheek campaign shines a spotlight on the unnecessary extras Public Mobile doesn’t offer to show how they keep their rates so low. Instead of providing stores, kiosks, call centres and big budget advertising campaigns, Public Mobile would rather operate with fewer frills and keep costs low for their customers.

Since Public Mobile has trimmed its advertising budget, shooting a commercial would have been too expensive. Instead, four online videos were created using only the audition tapes of actors hilariously acting out scenes – from paragliding to rock climbing – in an empty casting room.

Additionally, a single billboard is setup in downtown Toronto with “This is our only billboard. We need it to say a lot.” as the headline. Long and condensed copy follows to squeeze in descriptions of all the benefits Public Mobile offers.

Public transit ads, wild postings and digital banners are also posted in Toronto, using an antagonist manner that advocates for the brand’s offerings. For example: “Con: No call centres. Pro: No call centres.” and “Con: No stores. Pro: You don’t pay for our stores.”

“We do wireless differently – no stores, no call centres, no overages, simple and straightforward plans, and loyalty rewards to earn even more savings. Consumers are looking for the best phone plans on the market without having to compromise on network quality.  With less frills, they can have their cake and eat it too,” says David MacLean, Head of Public Mobile.

“Public Mobile champions the wireless consumer and Cossette wanted to showcase its values in a thoughtful manner. ‘Less for Less’ demonstrates how the brand truly challenges the norm to keep rates so low,” says Carlos Moreno, Chief Creative Officer at Cossette.

The out-of-home campaign will run for nine weeks, with online videos running until the end of August. 

PFLAG Canada, Canada’s largest national non-profit peer-to-peer support organization founded by parents who wished to help themselves and their family members understand and accept their non-heterosexual children, has unveiled a new brand positioning and identity.

The new position marks a new era for PFLAG, one that not only includes the families of gays and lesbians, but anyone affected by the challenges of the coming-out journey.  

“The definition of families has changed so much since PFLAG began in 1972 and we needed to craft a new positioning, unifying the organization around ‘Family for All’ because of the increased complexity of identity and family” Says Louis Duncan-He, PFLAG Canada’s National Director of Marketing. “We’re thrilled with our new strategic positioning because PFLAG has always been about family, and by re-examining how the word family has evolved since our inception, we were able to seamlessly position ourselves as a group that aims to help everyone in the LGBTQ+ community.”

Today, PFLAG is a collective of parents, families, friends, advocates and allies united to support each other.  As the PFLAG audience becomes more complex, the need for a simplified beacon of support is more important than ever.

Alongside the positioning, a new identity, developed with creative agency Cossette Vancouver, was designed to visually communicate PFLAG as a ‘Family for All’ with support, love, acceptance and inclusivity. It looks at all existing gender symbols and removes everything but what’s at the core of each: the circle. By removing the gender attributes, a simple symbol representing all humanity together is left.

“This simple, easy to understand logo mark strengthens PFLAG’s position as a ‘Family for All’ and represents a close-knit group of individuals from all walks of life,” says Michael Milardo, Executive Creative Director at Cossette Vancouver.

To kick-off the launch of the new identity, a toolkit was created for those marching with PFLAG during the 37^th annual Pride Parade in Toronto. T-shirts, banners, signs and postcards all presenting the new visual were on display as members joined the huge crowds who walked in the largest Pride celebration in North America.

The new identity will be used for 53 PFLAG chapters across Canada, in English and French.

About PFLAG:

PFLAG Canada is proud to be Canada’s only national organization that offers peer-to- peer support striving to help all Canadians with issues of sexual orientation, gender identity and gender expression.

We support, educate and provide resources to anyone with questions or concerns. We promise to offer local, practical, and emotional peer-to- peer family support for individuals and their loved ones challenged by gender/sexual identity. http://pflagcanada.ca

SickKids VS, developed to tell a different side of the SickKids story, represents a revolutionary shift in tone and approach in the hospital’s marketing, highlighting the fierce side of the patients, families and staff at SickKids and the fight that occurs at the hospital each day.

The campaign won two gold and two silver Lions during the opening weekend at Health Lions, a ceremony dedicated to life-changing creativity, showcasing inspiring ideas that transcend especially challenging boundaries in global healthcare.

Cossette and associated agency producers also picked up three bronze Lions for SickKids VS in the ‘Film Craft’ category and an additional silver in ‘Film’ during the closing ceremony.

Overall Cossette received 14 shortlists for work with SickKids Foundation, Banff Centre for Arts and Creativity, Ronald McDonald House Charities and General Motors Canada from offices across the country. SickKids VS also received a nod in the ‘Integrated’ shortlist, one of the festival’s most competitive categories.

SickKids, Cossette and associated agency and production partners* picked up the following awards:

Gold, Lions Health Fundraising & Advocacy: Film – SickKids Foundation, SickKids VS: Undeniable
Gold, Lions Health Fundraising & Advocacy: PR – SickKids Foundation, SickKids VS
Silver, Lions Health  Fundraising & Advocacy: Film – SickKids Foundation, SickKids VS: MomStrong
Silver, Lions Health Fundraising & Advocacy: Integrated – SickKids Foundation, SickKids VS
Silver, Fundraising & Advocacy: Film – SickKids Foundation, SickKids VS
Bronze, Editing: Film Craft –  SickKids Foundation, SickKids VS: MomStrong
Bronze, Editing: Film Craft –  SickKids Foundation, SickKids VS: Undeniable
Bronze, Direction: Film Craft –  SickKids Foundation, SickKids VS: Undeniable

In it’s 64th year, Cannes Lions International Festival of Creativity is a seven day festival bringing the world’s most inventive, talented and creative people in the communications industry together in Cannes to learn, network and celebrate.

*The SickKids VS platform was created with production partners Jam3 Toronto, Skin & Bones Toronto, The Mill New York, Westside Studio Toronto, A52 Santa Monica, SNDWRX, Pirate Toronto, OMD Canada and The Vanity Toronto.

Cossette had a successful night at the 30th annual Association du marketing relationnel’s Gala des Flèches d’Or, where the agency was honoured for its work with SAQ Inspire.

“We are continually proud of the success of SAQ Inspire. We’d like to thank our client for the trust they placed in us and their invaluable collaboration throughout this major project,” says Malik Yacoubi, Head of Digital Development and Strategy at Cossette.

Alex Côté, Vice-President of CRM Technology, was also named AMR’s 2017 Personality of the Year, most notably for the leadership role he’s played within an ever-expanding national team. Alex was also instrumental in developing and implementing SAQ Inspire.

“Given the increasing volume and complexity of our digital mandates, Alex’s contribution has become vital. We’re extremely proud of his RMA win and incredible work,” added Malik Yacoubi.

Cossette received the following distinctions:  

• Campaign of the Year: SAQ Inspire
• Loyalty—Retail category: SAQ Inspire
• Personality of the Year: Alex Côté, Vice-President of CRM Technology

 Each year, the Gala des Flèches d’Or recognizes the best relationship marketing campaigns in Québec, as well as the agencies and individuals who have distinguished themselves in the field.

“We’re aware of the major impact our leaders have on mobilizing and developing young talent. These promotions are part of our efforts to maximize their potential and recognize their significant contribution to the agency’s success,” says Louis Duchesne, Executive Vice-President and General Manager of Cossette Québec.

Renewed leadership at Cossette Québec

After being with the agency for nearly 20 years, Marie Vaillancourt has been named Senior Vice-President, Integrated Product. Marie will continue to shine through the development of successful integrated campaigns for the agency, and will play a key role in the evolution of Cossette’s product. She’ll provide strong leadership in the Québec City office, and take part in various committees and large-scale projects on the provincial and national levels.

“Marie possesses the perfect blend of intelligence and sensitivity, necessary to drive teams to create products that are innovative and impactful. Over the years, she has made her mark with her on-point perspective and is now considered an authority within the industry,” says Louis Duchesne.

Another 20-year veteran of Cossette is Nathalie Bernier, who has been named Vice-President, Media Planning and Operations. As well as continuing to play an active role in media planning, she will work closely with Claude Lamoureux to manage Cossette Media’s operations province-wide, as well as with Marie Vaillancourt at Cossette’s Québec City office.

“Nathalie is one of Cossette Media’s most valuable assets. Her energy and passion will help us consolidate the transformation that we’ve been engaged in over the past few months,” added Claude Lamoureux, Executive Vice-President and General Manager of Cossette Media in Québec.

A strengthened business strategy

Sébastien David has been named Senior Vice-President, Business Strategy. While continuing to provide executive leadership, he’ll also play a key role in devising market development strategies for the agency. Furthermore, he’ll help clients strategically position themselves in a constantly evolving world by harnessing his profound understanding of media and digital technology.

After finishing his studies, Sébastien joined Cossette Media in 1998, where he quickly rose through the ranks to become head of the media group. He then moved to Cossette’s digital department before earning the title of Vice-President, Client Lead. His commitment to producing results for major clients, including McDonald’s, Loto-Québec, Destination Canada, the Alliance de l’Industrie Touristique du Québec and Tourism Montréal, is second to none.

“Sébastien has shown an incredible entrepreneurial spirit, in keeping with Cossette’s corporate culture. His work ethic, constant quest for excellence and ability to develop rewarding strategic business relationships contribute to the success of our clients, as well as our own,” added Louis Duchesne.

Creativity at its best

Anne-Claude Chénier joined Cossette in 2000 and has since contributed to numerous landmark campaigns for the agency’s clients. Her promotion to Creative Director is both well-deserved and highly anticipated.

While continuing to be a leader in terms of copywriting, she’ll also head up creative mandates on accounts such as Home Depot, Gadoua and Vachon. Her work has earned prestigious industry recognition, receiving accolades at the CASSIES, Créa Awards, STRAT Awards and Marketing Awards. Her contagious enthusiasm and expertise earned her a seat on the juries for the Québec Créa Awards and the Canada-wide Marketing Awards.

“Anne-Claude is without a doubt one of the best copywriters in Québec. Her promotion is the latest achievement in a career studded with success and an indication of the key role she plays within the agency,” says Antoine Bécotte, Chief Creative Director at Cossette.

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For more information:
Steven Lessard
514 282-4662
steven.lessard@v7international.com

“We are incredibly thrilled to have a client that had the courage to bring SickKids VS to life. It’s truly an honour for the tremendous hard work of our team and everyone at SickKids to be recognized at the world’s most celebrated advertising festival,” says Mélanie Dunn, President and CEO, Cossette Canada.

The SickKids VS platform, developed to tell a different side of the SickKids story, represents a revolutionary shift in tone and approach in the hospital’s marketing, highlighting the fierce side of the patients, families and staff at SickKids and the fight that occurs at the hospital each day.

SickKids, Cossette and associated agency and production partners* picked up the following awards:

• Gold, Fundraising & Advocacy: Film – SickKids Foundation, SickKids VS: Undeniable
• Gold, Fundraising & Advocacy: PR – SickKids Foundation, SickKids VS
• Silver, Fundraising & Advocacy: Film – SickKids Foundation, SickKids VS: MomStrong
• Silver, Fundraising & Advocacy: Integrated – SickKids Foundation, SickKids VS

In it’s 64^th year, Cannes Lions International Festival of Creativity is a seven day festival bringing the world’s most inventive, talented and creative people in the communications industry together in Cannes to learn, network and celebrate.

Lions Health is a special event dedicated to life-changing creativity, showcasing and inspiring ideas that transcend especially challenging boundaries. With insights from thought-leaders, marketers, specialists and scientists, Lions Health connects global healthcare and pharmaceutical professionals, allowing them to share successes, problem-solve and do business.

*The SickKids VS platform was created with production partners Jam3 Toronto, Skin & Bones Toronto, The Mill New York, Westside Studio Toronto, A52 Santa Monica, SNDWRX, Pirate Toronto, OMD Canada and The Vanity Toronto.

The jury also named General Mills Canada Client of the Year for the Bring Back the Bees campaign.

The agency was recognized for work from offices across the country with several clients, including SickKids Foundation, General Mills Canada, Ronald McDonald House Charities, McDonald’s Canada and Rakuten Kobo.

Koo, the multicultural arm of Cossette, also took home silver in the Multicultural category for its work with Egg Farmers of Canada.

“We are absolutely thrilled. Alongside our incredible clients and talented teams, it’s an honour to be recognized as having Canada’s best creative work this year,“ says Peter Ignazi, Chief Creative Officer of Cossette.

Overall the agency won:

• Best of Show - General Mills Canada, Bring Back the Bees
• Best of Public Service - SickKids Foundation, SickKids VS
• Gold, Out-Of-Home, Best in Point-of-Purchase - General Mills Canada, Bring Back the Bees
• Gold, Integrated - General Mills Canada, Bring Back the Bees
• Gold, Integrated Campaign Led By PR - General Mills Canada, Bring Back the Bees, with Veritas Communications
• Gold, Public Service, Out-of-Home Single - Ronald McDonald House, Any Way You Look At It
• Gold, Public Service, Television Single - SickKids Foundation, SickKids VS – Undeniable
• Gold, Public Service, Out-of-Home Campaign - Ronald McDonald House, Any Way You Look At It
• Gold, Radio Campaign - Rakuten Kobo, Titles
• Gold, Public Service, Integrated Campaign - SickKids Foundation, SickKids VS
• Gold, Public Service, Online Film Single - SickKids Foundation, SickKids VS – Undeniable
• Silver, Multicultural marketing, Integrated Campaign - Egg Farmers of Canada, 2016 Chinese Campaign with Koo Multicultural
• Silver, Radio, Single - Rakuten Kobo, The Birds
• Silver, Public Service, Out-of-Home Campaign - SickKids Foundation, SickKids VS
• Silver, Out-of-home, Billboard Single - McDonald’s Canada, Equalizer Fries
• Bronze, Public Service, Press Single - SickKids Foundation, SickKids VS
• Bronze, Digital, Online Film Single: Long-Form - General Mills Canada, Bring Back the Bees
• Bronze, Digital, Best in Direct - General Mills Canada, Bring Back the Bees
• Bronze, Film, Television Single: 30 Seconds and Under - General Mills Canada, Bring Back the Bees
• Bronze, Out-of-home, Billboard Single - McDonald’s Canada, Time For a Big Mac
• Bronze, PR, Community Building - General Mills Canada, Bring Back the Bees, with Veritas Communications
• Bronze, Public Service, Integrated Campaign Led by PR - SickKids Foundation, SickKids VS MissingHome

Cossette proudly won two gold and one silver for its work with McDonald’s Canada and the Moncton Homelessness Steering Committee.

• Gold- Public Service/Print OOH, Moncton Homelessness Steering Committee, Cover the uncovered
• Gold- Print /OOH campaign, McDonald’s Canada, All Day Breakfast  
• Silver- Integrated, McDonald’s Canada, All Day Breakfast  

The ICE Awards are organized by a diverse group of Atlantic Canadian advertising and marketing professionals to celebrate creative advertising made in Atlantic Canada. ICE is an acronym that stands for Innovation, Creativity and Enterprise.

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This new spot centers on a real father of a SickKids patient, Frank. Frank and his wife Stephanie had twin baby girls last year. One of the babies, Naya, has a complex heart condition that required open-heart surgery, as well as other health conditions. She has been living at SickKids since she was born 14 months ago.

The spot follows Frank throughout a typical workday while he laboriously runs his own HVAC business working on residential construction sites in Toronto. The video ends with Frank ending his workday, only to drive to SickKids hospital to greet his wife and take over the “night shift” to be with his daughter as she’s in the neonatal intensive care unit (NICU).

The inspiration for this spot is that parenting is a 24/7 job at the best of times. For parents with a sick child, the regular routine of family is completely thrown off. What people may not realize is that when kids need to stay overnight in hospital, it’s likely that a parent is also spending the night with them. Add to that, the need to maintain their jobs, household routine … and everything else.

The spot ends with the tagline “This Father’s Day, support the night shift” and a call to support SickKids Foundation by purchasing a gift online at getbettergifts.com.

The agency was recognized for its work with Honey Nut Cheerios and McDonald’s Canada.

“We’re proud to be ranked amongst some of the best work across the globe. These campaigns not only highlight the top talent we have at Cossette, but speak to the extraordinarily strong relationships we have with our clients. Congratulations to everyone who worked so hard to help us take home these incredible industry recognitions,” says Peter Ignazi, Chief Creative Officer at Cossette.

Overall, the agency won:

• Gold, Sales Promotion – Is It Still a Big Mac, McDonald’s Canada
• Gold, Integrated – Bring Back the Bees, Honey Nut Cheerios (General Mills)

The FAB Awards is an international awards program focused entirely on work done for Food and Beverage brands. Now in its nineteenth year, it recognises the critical contribution that outstanding creative work makes to building brands, and identifies and rewards the leading practitioners from over 60 countries around the world.

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The agency was recognized for its work with SickKids Foundation and General Mills Canada.

• Grand Prix, SickKids VS, SickKids Foundation
• Gold – online video, Undeniable, SickKids Foundation
• Gold – AToMiC ROI, SickKids VS, SickKids Foundation
• Gold – AToMiC Shift, SickKids VS, SickKids Foundation
• Gold – AToMiC Idea, SickKids VS, SickKids Foundation
• Silver – AToMiC Shift, Bring Back the Bees, General Mills Canada
• Silver – AToMiC Idea, Bring Back the Bees, General Mills Canada

“We're honoured to be have been recognized amongst Canada’s best at the 2017 AToMiC Awards. Congratulations to our talented teams and incredible clients,” says Carlos Moreno, Chief Creative Officer at Cossette.

These wins follow a successful showing at the 2017 awards circuit for Cossette, with big wins at D&AD, Webby Awards, Shopper Innovation Awards, Carte Blanche and the FAB Awards in London.

The AToMiC Awards are produced by Strategy Magazine, Canada’s national marketing business publication, in association with Playback, Canada’s national production industry news source, and Media In Canada, the daily media industry news site. 

The video ends by recognizing how hard parents work to get their child into post-secondary education and leads the viewer to visit ontario.ca/osap. There, parents can learn more about the new program changes and funding available to help pay for a college or university education.

Back in March, OSAP launched its “Get the monkey off your back” campaign targeting students and introducing the latest changes to the program, including eligibility for free tuition and other benefits that help reduce the burden on Ontario students and their parents.

“Parents are involved in their child’s education throughout the years, and they work really hard to support them both emotionally and financially to get them into the college or university of their choice,” says Peter Ignazi, Chief Creative Officer at Cossette. “Now the new OSAP can help them achieve this goal.”

With 60, 30 and 15 second executions, the video runs online and on TV until May 21.

Credits :
Client - Ministry of Advanced Education and Skills Development
Advertising Agency - Cossette
Production House – Ad Hoc
DOP – Vinit Borrison
Editing House – Saints Editorial
Online – Fort York
Transfer – CO3 (Alter Ego)
Music and Sound Design – Grayson Matthews
Casting – Powerhouse

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Pierre Delagrave was awarded the Beacon profile, which is given to a communications professional who has inspired people with creativity and strategic thinking. “Committed to seeking out innovation, Pierre Delagrave continuously pushes the boundaries of his profession, making him a pioneer and visionary without equal. An experienced communicator with an incredible work ethic, he created several tools that are still used in the industry to this day, and demonstrated tremendous generosity towards up-and-comers,” noted members of the A2C jury.

“Pierre has always been an active participant in the evolution of both the agency and the industry,” said Cossette Quebec Executive Vice-President and General Manager Louis Duchesne. “This well-deserved recognition by our peers acknowledges his contribution to the development of our craft, and we are very proud of him.”

Beyond Pierre Delagrave’s professional achievements, Louis Duchesne also stressed his human side. “Pierre’s career is undoubtedly remarkable, but his great respect and concern for the people and teams he works with are equally important. He always inspires colleagues and friends alike with his strong values.”

Every year, the A2C Hall of Fame recognizes the careers of great visionaries who, each in their own way, made exceptional contributions to the excellence and vitality of the marketing communications industry in Quebec. The 2017 inductees were unanimously chosen by the A2C’s board of directors. The inductees are Yves Gougoux (Builder profile), Pierre Delagrave (Beacon profile) and the late Normand Grenier (Ally profile).

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For more information:
Roxanne Chaudier
514 985-8255
roxanne.chaudier@cossette.com