5/28/2019

Work

When you giggle, you give to the Dr. Clown Foundation!

by Cossette

The Dr. Clown Foundation and Cossette are challenging people to try not to laugh with the Funny Face-off, a digital experience that uses facial recognition to demonstrate the healing power of laughter and the important work of the Foundation in care setting.

Along with some 50 professional artists from various fields (circus, performing arts, education, psychology), the Dr. Clown Foundation’s goal is to bring joy to the most vulnerable members of society.

Our artists share a passion for the art of clowning, and have all taken our therapeutic clown course. The positive effect that our program has on patients is acknowledged by them and their loved ones, and by medical staff who increasingly involve our therapeutic clowns in their treatment procedures. To meet all the new requests we’re receiving, we have to generate additional donations.

Anne Béliveau, Vice-President of the Board of the Dr. Clown Foundation

At hospitals, we’ve seen how much laughter and comfort the clowns provide. Everyone likes them and they bring instant relief to sick children. For this type of organization, we often try to pull at people’s heartstrings and even make them cry. But in this case, we thought, why not focus on what the Foundation is all about—happiness.

Richard Rochette-Villeneuve, Creative Director at Cossette

The Funny Face-off

The Funny Face-off campaign demonstrates the healing power of laughter while raising awareness of the cause among Quebecers. Online, they are invited to view a short video with a simple premise: When you giggle, you give. Challenges have strong share potential on social media, and also allow us to engage users and pique their interest.

As well, facial recognition acts as an arbiter of the challenge and completes the immersive digital experience that Cossette created in partnership with studio Timecode Lab. “The challenge was to make facial recognition work on mobile devices, from a web page rather than an app, while the user watches the video,” said Richard Rochette-Villeneuve.

To increase awareness of the Funny Face-off, Cossette called upon Quebec influencers and comedians, including Mario Tessier, Geneviève Néron, Martin Vachon, Mélanie Ghanimé, Martin Petit, Rémi‑Pierre Paquin, Alain Choquette, Phil Branch, Richardson Zéphir , Frédérique Guay and Myriam Leblanc, who each shared a video of their reaction to taking the challenge.

A clown nose at the heart of the design

To develop the visual identity of the Funny Face-off, Cossette drew inspiration from the iconic red clown nose that is represented in the Foundation’s logo.

The clown nose plays a key role in the Foundation’s work. In reality, the therapeutic clowns are social workers in medical settings. It’s their nose that allows them to turn into their character and bring joy.

Richard Rochette-Villeneuve, Creative Director at Cossette

The campaign is deployed online, on social media, in certain newspapers and in out-of-home advertising, thanks notably to the generous support of media partners.

Credits

Advertiser

Dr. Clown Foundation – Martin Goyette, Anne Béliveau, Marie-Chantal Renaud, Anne Lassonde, Valérie Caron

Agency: Cossette

Agency: Cossette Strategy: Simon Bédard, Chris Bergeron, Martina Djogo, Annie Robitaille Creative: Richard Rochette-Villeneuve, François-Julien Rainville, Claudine Ruest, Marie‑Bénédict Jacquemin, Barbara Jacques, Camille Lévesque, Maxime Bluteau, Daniel Cartier Product: Audrey Hasdenteufel, Bélinda Potvin, Tanya Loncarevic Digital: Daniel Ouellet, François Lavigne, Frédérique Marquez Production: Stéphanie Côté, Vicki Dubois, Nathalie Norambuena, Rayane Ouadah

Media Agency: Cossette Media

Media: Laurence Laperrière, Barbara Martins-Costa, Simon Guertin

Digital Development

Timecode Lab – Luc Normandin, David Côté Pantalone, Alexandre St‑Louis Fortier Video: Maxime Lamontagne, Jérémie T. Fournier Sound: BLVD

Public Relations

Citoyen