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

- 30 -

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).

- 30 -

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

The campaign includes three 15-second pre-roll videos, billboards on highways and in urban centres, Web banners, and social media videos.

“To stay relevant during this time of the year, we developed contextual messages featuring summer habits and situations, inspiring people to continue questioning their transportation habits,” explained Gilles Legault, Creative Director at Cossette.

As for the 11 videos developed for social media, they adopt a funny, lighthearted tone. Four of them target business travellers, who remain a major part of VIA Rail’s clientele over the summer, while the other videos are directed at the general public. They will be online all season long.

Credits:
Advertiser: VIA Rail Canada
Agency: Cossette
Media agency: Touché!
Digital agency: Tink

- 30 -

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

The agency’s “Life Unpaused” campaign for SickKids also won big, taking home Gold, Silver and Bronze.

Overall, the agency won:

• Grand Prix- Bring back the Bees, General Mills Canada
• Gold, Integration- Bring back the Bees, General Mills Canada
• Gold, Original Idea- Bring back the Bees, General Mills Canada
• Gold, Reinvention- Bring back the Bees, General Mills Canada
• Gold, Small budget, big impact – Life Unpaused, SickKids
• Silver, Original Idea - Life Unpaused, SickKids
• Bronze, Tech Breakthrough- Life Unpaused, SickKids

“We're thrilled to have been recognized in this way at the Shopper Innovation Awards. Congratulations to our amazing client partners and teams at the agency,” says Daniel Shearer, Cossette EVP and GM.

The Shopper Innovation Awards are produced by Strategy, Canada's national marketing industry magazine and news site, published by Brunico Communications. The Shopper Innovation Awards inspire innovation and collaboration across Canada's shopper marketing industry by showcasing breakthrough achievements spanning the retail and consumer packaged goods program front.

- 30 -

Cossette won :

• Gold, Best Cause, Charity Marketing or Public Sector Campaign, Amnesty International “Barbed Wire”
• Silver, Best Small Budget Campaign, Amnesty International “Barbed Wire”
• Order of Excellence Certificate, Best Marketing Discipline Campaign, Perfetti Van Melle – Mentos “Mentos Amazing Journey Contest”
• Order of Excellence Certificate, Best Product Launch or Re-Launch Campaign, SAQ “SAQ Inspire”

MAA Worldwide Globes entries are judged online by over 150 marketers, including agency heads, creatives, brand owners and academics. The winners receive a prestigious Globe award in recognition of their status as the very best of the best in the world. Every marketing communications campaign that has won an award in its country of origin is eligible for entry.

- 30 -

Renseignements :
Roxanne Chaudier
514 985-8255
roxanne.chaudier@cossette.com

Their submission, “Please Pull Over” is a large-scale digital board created for Toronto’s SickKids Foundation. The board helps patients get to the hospital faster in an emergency. It uses GPS data to send the “Please pull over” message to all available digital boards ahead of ambulances en route to the hospital.

Carte Blanche for Creatives is an annual contest inviting creatives across the Canada to submit out-of-home pieces in their respective markets. The submissions are voted on by peers in the advertising industry.

“In our opinion, books are essential to building a better future. They can inspire children to learn, create and better understand the world around them,” said Antoinette Benoit, Senior Vice-President of Marketing at McDonald’s Canada.

To highlight this initiative, Cossette created a campaign for the Quebec market inviting parents to develop their inner storyteller and pass on the love of reading to their kids. Thus, a series of workshop videos (Animal Gymnastics and Mammal Linguistics, for example) featuring Quebec actor Jacques L’Heureux will appear on television and social media until June 12.

“Jacques L’Heureux captured the imagination of parents today—for many he is the ultimate storyteller! To watch him do one impression after the other brought us right back to our childhoods,” said Antoine Bécotte, Chief Creative Officer at Cossette. “He was exactly the right person to inspire parents and teach them to develop their inner storyteller.”

Credits:
Advertiser: McDonald’s Canada
Agency: Cossette
Media: OMD
Public relations: Weber Shandwick

- 30 -

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

“We’ve placed the rooster’s pride and a desire for excellence at the heart of our corporate values,” said Isabelle Drouin, Vice-President of Communications, Marketing and Innovation at Exceldor. “We’re proud to offer quality local products signed Exceldor : Beau. Bon. Poulet.”

The three 15-second spots feature The Rooster singing the praises of his chicken before signing off with a playful “Cock-a-doodle-doo!”

We wanted to give the Exceldor brand and products a strong and distinctive tone,” Cossette Creative Vice-President Yvon Brossard explained.

The ads will appear on television and online in Quebec until June 4.

Credits:
Advertiser: Exceldor
Agency: Cossette
Production house: Morrison Films
Post-production: Studio Élément
Music: Les Productions du Gros Cornet Inc.

- 30 -

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

“I’d like to congratulate all of the agencies we met with during this process for their outstanding work—it shows that Quebec is a hotbed of talent,” said Sébastien Viau, Vice‑President, Marketing and Trade at the Alliance. “Cossette was awarded the partnership contract to promote Quebec as a tourist destination internationally because it distinguished itself by its vision and the way it demonstrated the expertise necessary to achieve our objectives. The agency has adapted to the new marketing realities, and showed us it had not only the tools, but the knowledge and resources to carry out our strategic vision. We found we had a lot in common with Cossette—together, we’re a winning combination.”

Cossette’s role will be to propose and implement a strategic plan that will include developing the QuébecOriginal brand and producing integrated campaigns designed for the target markets and clienteles identified in Quebec’s 2017–2020 strategic marketing plan, established by the Alliance.

“This mandate is perfectly in line with our corporate vision, which is based on our unparalleled abilities when it comes to both creativity and technology”, said Cossette Executive Vice-President and General Manager Louis Duchesne. “And under the Alliance’s leadership, Quebec’s tourism industry can set its sights high. It’s very exciting!“

Cossette has considerable expertise in tourism, having previously worked with some of the Alliance’s partners, including the Québec City Tourism Office, Tourism Montréal and Destination Canada.

As a partner in the success of the industry, one of the Alliance’s main objectives is to drive up tourism income by 5% annually. “Quebec has a tremendous opportunity to position itself as a world-class destination. Thanks to the new marketing business model outside Quebec, we now have unprecedented resources at our disposal,” noted the Alliance’s president and CEO, Martin Soucy.

About the Alliance
The Alliance de l’industrie touristique du Québec is striving to make Quebec a world-class tourist destination. As a partner in the success of Quebec’s tourism industry, it brings together, coordinates and represents tourism-related businesses and associations. By supporting and participating in the development and marketing of Quebec’s tourism offering abroad, the Alliance is helping to raise the province’s national and international profile and increase the economic spinoffs throughout all of its regions.

- 30 -

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

“We are absolutely thrilled with this news,” said Daniel Shearer, Executive Vice‑President and General Manager at Cossette. “D&AD Awards are notoriously hard to win and, alongside our incredible clients, we’re honoured to have been recognized amongst the world’s best.”

 Cossette was awarded for its work with SickKids and Easy:

• Yellow Pencil, Film Advertising, Cinema Commercials 61–120 seconds – SickKids VS “Undeniable”
• Graphite Pencil, Film Advertising, TV Commercials 61–120 seconds – SickKids VS “Undeniable”
• Wood Pencil, Digital Marketing, Online Video Adverts – SickKids VS “Undeniable”
• Wood Pencil, Outdoor Advertising, Poster Advertising Campaigns – Easy “No Shame”

 D&AD celebrates outstanding work in the design and advertising industry each year with its international creative awards. D&AD Pencils are recognized around the world as symbols of the very highest creative achievement.

- 30 -

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

L’Oréal, in partnership with Cossette and Automat—a leader in the field of artificial intelligence—has developed an intelligent beauty products discovery and transaction bot. The service helps users find the right beauty gift based on a series of contextualized questions that define their giftee’s beauty profile, and determine which L’Oréal brands and products suits the user’s budget. “This first concept allows the smart bot to learn and evolve in order to create other services, such as beauty consultations,” said Martin Aubut, head of digital at L’Oréal Canada.

“We’re proud to be taking this first step into the world of conversational commerce and artificial intelligence. The consumer experience is our chief focus, and we’re confident that this product will respond to our customers’ expectations,” added Stéphane Bérubé, CMO of L’Oréal Canada. The company was recently recognized as a pioneer in the field of conversational commerce at the unveiling of the service during Facebook’s annual developer conference,

“In our work as technologists and conversational marketing specialists, we’re inspired by L’Oréal’s attentiveness to its customers and ongoing quest for innovation, be it in terms of beauty or digital products,explained AndyMauro, CEO of Automat.

Cossette created Beauty Gifter’s visual identity, taking design cues from the Facebook Messenger platform. With a current emphasis on Mother’s Day, the Beauty Gifter will be adapted to various special occasions throughout the year. It’s available across Canada, but only in English for the time being.

“We find conversational marketing extremely interesting, as it represents the natural evolution of products we already offer. We’re therefore delighted to have had the chance to collaborate with Automat and L’Oréal, who constantly pushes us to innovate,”explained Malik Yacoubi, head of digital development and strategy at Cossette.

- 30 -

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

Beauty Gifter by L’Oréal
http://m.me/BeautyGifter

Practical example
First of all, atomization is a concept I use to describe a phenomenon caused by two correlated factors. The surge in mobile devices and the explosion of social platforms have literally atomized (in the sense of vaporized) our actual presence and our state of presence, resulting in an unprecedented ability to now be in several places at one time.

Let’s take a hypothetical—and I mean completely hypothetical—situation. Say you’re in a meeting. It’s dragging on, and seems to be going nowhere (still hypothetically speaking, of course). Then just when you’re about to add a couple of emoticons to a Facebook conversation or send a text message… Poof! You’ve been atomized—without even lifting a finger (because technically, you typed those texts with your thumbs)!

Quantum experiment
Your now fragmented presence illustrates a phenomenon described in quantum physics—the superposition of quantum states.  The best-known example is that of the cat-in-the-box thought experiment devised by Austrian physicist Edwin Schrödinger. This involved a cat, a box and a mechanism that snuffed out poor Whiskers, two times out of four. Based on the principle that it is absolutely impossible to know what’s going on inside the box, Schrödinger wanted to demonstrate that the cat had to be considered both dead and alive. It revolutionized our way of thinking, by showing not only the limitations of the “Classics” realm, but by simply pointing out at the many aberrations and oddities caused by the functional failure of determinism.

It’s no accident that I used the quantum physics analogy. On the contrary, I chose it to illustrate where we are today—at the same point as Schrödingers of the world when they were discovering the conceptual and physical limits of classical physics. Like technology, all-encompassing digitalization has atomized the traditional marketing communications model and, more importantly, has allowed us to shake up the way we see things.

The Millennial mirage
Now let’s take a concrete example—good ol’ Millennials. We always need them. In fact, I asked for some for my birthday. What’s troubling is to see the amount of time, energy and resources spent trying to understand them and put them in neat little boxes.

Why? Well, according to a study by the Pew Research Center, although Millennials now surpass Baby Boomers in terms of numbers in the U.S., they are the generation that identifies the least with the label society has given them (79% for Boomers and 58% for Gen Xers, vs. 40% for Millennials). Plus, this is a growing trend driven by an astonishing rate of negative growth as well as the fact that two out of three Millennials do not identify themselves as such.

The end of gender
Digital atomization is just the tip of the iceberg—conventional determinants like age, employment, ethnicity or country of origin have gone out the window. Our previous notions of gender, both literal and figurative, have been forever transformed. All within a dynamic and volatile model where action must always be supported by a sense of awareness that is both renewed and renewable, and information gathering that is both sensitive and sensible.  

So I say to you today, let’s become our own version of quantum physicists, atomic communicators. Let’s leave behind pre-conceived notions of social groupings and other so-called “normal” principles. Let’s stop thinking only in terms of persona. Instead, let’s think about what’s happening at the atomic level, about the individual—their interests, influences, passions and problems, and what makes them who they are, instead of what we want to make of them. About what they say to us, rather than what we want to say to them.

Because putting a cat in a box may seem like a funny thing to do. 
But putting people in a box is no laughing matter.

The agency was recognized for its work with several clients, including McDonald’s Canada and Amnesty International, who each won three awards.

“This remarkable success illustrates the agency’s creative strength and our team’s incredible hard work. We’ve had the immense privilege to work with such prestigious clients, who truly value creativity and push us to innovate with each campaign,” says Louis Duchesne, Executive Vice-President and General Manager of Cossette, Quebec.

The agency was honoured with the following awards:

Grand prizes

• OOH signage: Fall for McDonald’s Canada
• Signage, non-profit organization : X for Amnesty International
• Signage, public services : Remplir le vide for Garde-Manger pour tous
• Non-media creativity: Tie-wrap for Amnistie Internationale
• Digital, NGO/humanitarian cause/interest group: Barbelés for Amnistie Internationale

Prizes

• POS advertising: Lapin for McDonald’s Canada
• Non-media creativity: Remplir le vide for Garde-Manger pour tous
• Creativity during a sponsorship activation: Country for Société des casinos du Québec
• Promoting a Quebec concept on the national or international stage: Big Love for McDonald’s Canada
• POS advertising: Kw/H for General Motors

The Créa Awards are an initiative by Infopresse in association with A2C (Association of Creative Communications Agencies).

- 30 -

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

Chevrolet is known around the world for its innovative, high-tech, high-performance vehicles. By partnering with a Québec spokesperson, the dealers’ association strengthened its relationship with its clients, positioning Chevrolet as a top brand in the province.

“The association wanted to work with someone who, like Chevrolet, is authentic, confident and inspirational. Chevrolet and Mariloup Wolfe are a perfect match—she’s one of Québec’s most beloved media personalities, most recently seen on popular TV shows ‘Unité 9’ and ‘30 Vies,’” says Antoine Bécotte, Chief Creative Officer at Cossette.

Mariloup’s acting career inspired Cossette to develop scenarios suggestive of Western and thriller movie genres. The actress is behind the wheel of a different Chevrolet vehicle in each ad, from the Volt model to the Cruze.

The campaign will appear online and TV, as well as radio and social media over the next few weeks. Through short videos shared on social media, Québec consumers will get peek behind the scenes and hear anecdotes on Mariloup’s experience with cars. “The digital content will also drive home the brand values,” added Bécotte.

Credits:
Client: The Chevrolet Dealers of Québec
Agency: Cossette
Production house: Morrison
Sound: BLVD
Photographer: Pierre Manning
Media agency: Carat

- 30 -

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

“Banff Centre programs offer unparalleled learning opportunities where artists are given the opportunity expand their practice and create work under the guidance of world class faculty. Like all artistic expression, these works alter perspectives, provoke conversations, and provide experiences that people remember forever,” says Banff Centre for Arts and Creativity President and CEO, Janice Price. “Just like Banff Centre, the Things You Can’t Unthink campaign is a bit groundbreaking and always curious. It stays with you.”

Developed in partnership with creative agency Cossette, Award-winning Mexican director Rodrigo Garcia Saiz, and Albertan conceptual photographer Justin Poulsen, Things You Can’t Unthink uses artist content to create a surreal world of fascinating moments through video, print, and digital executions. The campaign title is born out of a contemporary art exhibition of the same title, curated by Banff Centre’s Walter Phillips Gallery curator, Peta Rake.

The campaign consists of one launch film and three print pieces, which aim to illicit a range of emotions from intrigue to amazement, to replicate the unforgettable experience Banff Centre offers.

“Banff Centre’s artist-driven experience is what gave birth to the Things You Can’t Unthink platform. Regardless of whether the work makes you feel love, intrigue, curiosity, or magic, you’ll experience something you can’t unthink. That is the beauty of this execution,” says Jason Chaney, Chief Strategy Officer at Cossette.

“Things You Can’t Unthink is an articulation of what Banff Centre stands for and accomplishes year round through its programs,” adds Carlos Moreno, Chief Creative Officer at Cossette.

The spot will run for four weeks on TV and in cinema. Print and out-of-home ads will be in the marketplace into May.

To learn more about Banff Centre, visit banffcentre.ca

Developed by Cossette, this new spot illustrates the fierce inner strength of mothers of SickKids patients. The video features heart wrenching moments SickKids mothers often have in private, so they can keep their brave face on in front of their children.

The inspiration for this spot is that mothers are often the pillars of strength for their children but of course, they’re also human. This is especially true for SickKids mothers. Five mothers of SickKids patients are featured in the video and all of the scenarios illustrated are based on experiences with SickKids mothers.

The spot ends with a call to support SickKids moms this Mother’s Day by purchasing a gift online at getbettergifts.com.

Developed by Cossette, the integrated campaign features real McDonalds crew aged 15 – 24, who play an integral role in making McDonald’s the experience guests have come to know and love.

Showcasing 14 McDonald’s employees, the campaign highlights each individual personality allowing Canadians to “see beyond the uniform” through TV, online video and digital activations.

A member of the graduating class of 1971, Pierre Delagrave was recognized with FSA ULaval’s highest distinction during a ceremony in February. The theme “A Class Apart” set the tone for an evening celebrating the winners and their exceptional careers. Speaking to the gathered guests, Delagrave thanked his family for their continued support and his earliest accomplices—his daring associates at Cossette.

“I enjoyed my time at Cossette, where the culture is open and welcoming to anyone who wants to make a place for themselves. It’s the culture that Claude Lessard, one of the agency’s founding members, nurtured over the years. Certainly, it’s no surprise that Cossette was named agency of the year in 2016,” says Delagrave.

FSA ULaval’s dean, Michel Gendron, paid tribute to the honourees and highlighted their significant contributions. “Each of you, in your own way, has advanced your field, as well as the organizations in which you’ve invested your time. You’ve become industry leaders and agents of change within our society whose actions are worthy of admiration.”

On behalf of the entire Cossette community, Louis Duchesne, Executive Vice-President and General Manager of Cossette Québec, offered Pierre Delagrave his heartiest congratulations.

“Pierre has been a pillar of our organization for over 40 years. He has actively contributed to its evolution since the very beginning - whether by founding new divisions, such as Cossette Media, or by developing innovative products. We owe him a debt of gratitude and are very proud of this recognition,” Duchesne added.

Following a call for nominations, the Hermès Awards are given out by FSA ULaval to alumni who have promoted professions related to business administration throughout their career. A committee made up of former winners selects the honourees. Since 1977, a total of 148 Hermès Awards have been bestowed on men and women who have distinguished themselves on the national or international stage.

- 30 -

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

Copywriters Karine Bouchard and Ben Duquette, associate creative director Richard Rochette-Villeneuve and freelance art director Dominique Audet were honoured with the Mérite Francopub - Bourse Serges-Tougas, worth $5,000, during the Gala des Mérites du français, held on March 22.

The OQLF hosts this gala to recognize people and organizations for their remarkable contributions to the promotion and use of French in the workplace, as well as in business, IT, advertising, toponymy and culture.

“We are absolutely thrilled that Rosie has joined Cossette.  As one of the premiere 1:1 strategists in the country, there's no one better to help us bring greater intimacy and relevance to the messages and experiences we create for consumers across all of our clients.” says Daniel Shearer, Cossette EVP and GM.

Gentile joins Cossette from BBDO/Proximity where she led Connections Strategy, and built a practice to include one-to-one, data and insights. She has worked with clients across a variety of industries, such as Rogers Communications Inc., Mercedes-Benz Canada, FedEx Canada, OLG, Royal Bank of Canada and Visa Canada.

“Rosie is a highly regarded leader at leveraging data to connect brands with consumers in meaningful and powerful ways” says Jason Chaney, Chief Strategy Officer. “We’re excited to have her work closely with our account, creative and media teams to further enhance our product and processes.”

Gentile will shape Cossette's evolving one-to-one vision, leading the one-to-one business with the agency’s clients.

“I’m proud to join one of Canada’s most progressive strategy teams and start connecting some of the country’s strongest brands with consumers in meaningful and powerful ways to lead our clients into the future,” adds Gentile.