Create the next holiday classic—that was Cossette’s mission for Chocolats Favoris’ holiday campaign. Cossette produced this entire campaign, showcasing chocolate fondues, from concept to creation. The result? A completely reimagined Yule log with contemporary flair, sure to become a must-have during the festive season.
This new Yule log consists of five different chocolate fondues, all wrapped in packaging recalling a real wooden log. Cossette has made the ideal gift for foodies and those eager to discover Chocolats Favoris’ delectable products.
The campaign also includes a poster in which Cossette reinvents a classic once again. The image shows chocolate-covered strawberries suspended from a wire, as a nod to the traditional Christmas lights that grace our landscape at this time of year.
In addition to the print component, the campaign includes radio spots and in-store signage. The Yule logs are available in Chocolats Favoris boutiques and at IGA.
Client: Chocolats Favoris Strategy and creative: Cossette Media: Cossette Media
Cossette welcomes Simon Poitras to its executive team
Québec City, December 10, 2015 – Cossette Québec begins a new chapter in its history: Simon Poitras joins the team as Senior Vice-President. A talented communicator and well-reputed leader, Simon will play a strategic role with respect to the agency’s top clients, as well as promote Cossette’s growth and raise its profile, both in Quebec City and throughout the province.
With an impressive track record and a strong attachment to the people and companies of the provincial capital, Mr. Poitras arrives at Cossette after 16 years at Hill+Knowlton Strategies, where he held several positions, including until recently Senior Vice-President and General Manager.
Over the course of his career, he has forged a strong reputation for his astute strategic advice and his collaborative approach with clients. In recent years, he worked on a number of national accounts, including Coca-Cola, Cominar, Frima Studio, FamiliPrix, Glencore, Groupe Dallaire, Keolis Canada (Orléans Express), Réseau de transport de la Capitale (RTC), and Rabaska.
“With his cutting-edge strategic communications expertise and keen business sense, Simon’s arrival is a major boon to our already solid executive team,” said Louis Duchesne, Executive Vice-President and General Manager of Cossette in Quebec. “Simon is an inspirational and unifying leader, and I’m thrilled to welcome him to our team!”
“Joining Cossette’s ranks is a tremendous source of pride for me. It’s one the major players in Canada’s communications industry and one of the most innovative. When I was presented with this challenge, I knew instantly that the agency’s values and culture were consistent with my own, on both a personal and professional level. It’s even more exciting to become part of a winning team that has been enjoying a great deal of national success lately,” Mr. Poitras explained.
Mr. Poitras is an active member of the Quebec City community, currently sitting as Chair of the Board of Ça Bouge!, and the cofounder of La Ruche, a crowdfunding platform launched in 2013. Simon also sits on the boards of the Orchestre symphonique de Québec and the JCI World Congress 2016.
After earning a degree in Communications, Mr. Poitras taught at his alma mater, Université Laval.
Cossette is an independent, fully integrated marketing communications agency that holds a dominant position in Canada and can call on a network of specialized agencies operating around the world. Cossette is a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers. Cossette has offices in Quebec City, Montreal, Toronto, Vancouver, Halifax and Chicago.
Adding a splash of humour to iconic film scenes by replacing main characters with coffee beans—this is how we approached McDonald’s partnership with the Toronto International Film Fest, which celebrated its 40th anniversary this year.
From Lawrence of Arabica and Beanheart to The Good, the Bad and the Brewed, several surprisingly original film clips were available for viewing at mccafecinema.com by movie-lovers who accessed the site via their McCafé cup.
How did we do it? We approached Shazam with the idea of being the first to use their new visual recognition technology. Customers needed only to place their smartphone in front of their McCafé cup to watch the magic of cinema unfold.
A good movie and a great cup of coffee, who could ask for anything more?
the 2015 Greniers d’or: breathing new life into a Christmas tradition
25.11.2015 / Award
Is it possible to dust off the Grenier aux nouvelles’s annual Christmas card contest? We think so! It’s just a matter of bringing together Québec’s top creative minds and putting them in amusing videos.
Three short videos show clumsy creatives desperately trying to seduce jury members, including our Chief Creative Officer, Antoine Bécotte. Both the tone and the message are clear: this year, it’s go big or go home.
Will Québec’s best and brightest answer the call and up the originality and creativity of the 23rd Greniers d’or?
Jury co-presidents Vicky Morin, Associate Creative Director at Cossette, and Véronique Poulin, producer at Jet Films, are banking on it.
changing the game with Joseph Leon, media director of the year
25.11.2015 / Award
Deciphering numbers, probabilities, algorithms and data—this is Joseph Leon’s true strength. A self-proclaimed data geek, Joseph seeks to create new codes in the media industry and push his team to see beyond the actual figures. It’s for this reason, among others, that strategy magazine named him 2015’s Media Director of the Year.
President of Vision7 Media since June 2015, Joseph has always led the media group’s digital activities with flair and aplomb, rallying several major clients along the way, such as Capital One, the Government of Canada and Yellow Pages Group.
The secret to his success? Deploying a solid business strategy, making programmatic media buys that streamline digital advertising buys, and conducting data analyses that make it easier to produce even more targeted communications.
Using technology and data to change the game—this is Joseph Leon’s vision of the future of media.
“It’s an exciting time for Vision7. The momentum of our digital evolution is felt throughout the organization. We’re perfectly positioned to surf the next wave, which will be dominated by mobile technology and the integration of various communication methods. I’m honoured to work with this unique team, who will guide us through our next growth period.”
creative duo Linda Dawe and Stéphane Gaulin join Cossette
Cossette is proud to welcome the acclaimed creative duo of copywriter Linda Dawe and art director Stéphane Gaulin. With over 25 years’ experience under their belt, they have created several major national campaigns and won many awards, both here and abroad.
“I’m delighted that these two creative powerhouses have chosen to join Cossette. Their extensive experience with integrated campaigns and their passion for the product are exactly what we were looking for. Linda and Stéphane reinforce our already solid crew, not to mention bring a well-stocked background that we can all benefit from,” said Antoine Bécotte, Chief Creative Officer at Cossette.
“We decided to continue our career at Cossette for several reasons. First of all, there’s undeniable optimism reigning there at the moment. The impressive portfolio of clients, coupled with strong leadership, clearly position Cossette as Canada’s industry leader,” said Stéphane Gaulin. “I’d add that it was Antoine Bécotte’s vision and enthusiasm that truly convinced us—he’s a man who firmly believes in the product and the strength of his team.”
Linda Dawe and Stéphane Gaulin have been collaborating for 13 years now. They first worked together at Marketel and then at Taxi, where they spent the past eight years. They produced notable campaigns for clients such as Bombardier, Les Producteurs laitiers du Canada, Air Canada, Microsoft and the SAQ.
“Our greatest strength lies in the fact that Stéphane and I are very different, yet complementary when carrying out projects. There’s no ego with us. We have a single objective: make the brand stand out and produce spectacular results,” added Linda Dawe.
With several nominations for Cannes Lions d’Or and many prizes at the Marketing Awards, New York Festival, London Festival, Applied Arts, and Quebec-based Créa Awards and Grafika Awards, they’ve built a solid reputation within the industry, on both the local and international stage. Stéphane Gaulin was named Best Art Director at the New York Festival for an AIDS awareness campaign created for Quebec’s ministry of health and social services, and Best Art Director at the Créa Awards for an SAQ campaign. Linda Dawe, for her part, serves on several juries, including those for the Créa Awards and Marketing Awards.
Putting people first and being there for their members when it really matters—this is what CAA-Québec is promising with its two latest TV ads.
Whether for old friends who don’t want to miss their fishing trip, or a little girl waiting impatiently for her mom, we wanted to show that CAA-Québec sees beyond mere car trouble to the broader—and very real—human concerns.
Each TV and print execution shows how CAA-Québec has been looking out for its members for more than 110 years, quickly resolving their car troubles and letting them get on with their lives.
acting now to positively impact our children’s future
20.11.2015 / 360 Campaign
Raising people’s awareness of their ecological footprint and ensuring a better quality of life for future generations—this is the subject of the awareness campaign spearheaded by Québec’s Ministry of Sustainable Development, the Environment and the Fight Against Climate Change.
We used TV, digital pre-rolls and radio to get people thinking about the importance of acting, right here and right now. Our children deserve better, so let’s do it for them.
But to take the right steps, people must first understand the issues—which is why we created letsdoitforthem.gouv.qc.ca, a site that explains the causes of climate change, the real impact of our actions, the programs currently in place, and the Québec government’s action plan.
Sporting goods brand CCM approached us with the intention of reaffirming its role as the leading high-performance hockey equipment manufacturer. Putting their heads together, our multidisciplinary team came to the only conclusion that made sense: to highlight what clearly sets CCM apart—a passion for, pride in, and dedication to hockey.
A complete overhaul of CCM’s website and user experience was the first step. Simplified navigation allows the better organized and streamlined platform to adapt to all types of mobile devices and tablets. Strong visual elements and a more engaging tone allow users to quickly identify their favourite players and get in the game.
The goal? Offer hockey’s biggest fans a site with a single focus—hockey.
“Cossette’s integrated approach combined with the expertise and passion of their team convinced us that they were the ideal partner to carry out this work. We were impressed by how well they understood the mandate and by the solutions proposed that are perfectly aligned with our business goals,” said Marc-André Charron, Global Brand Marketing Director at CCM Hockey.