11/6/2025
Work
AMF and Cossette Turn Financial Awareness into a Catchy Tune
by
Cossette
What if talking about money felt as natural as humming a tune? With Cossette, the Autorité des marchés financiers (AMF) is launching a new initiative that encourages Quebecers to take the first step toward financial empowerment.
In a refreshing departure from traditional, moralizing approaches, the campaign leans into humour and empathy. At its heart is an original, feel-good song that’s designed to spark curiosity, and maybe even a few singalongs, about personal finances.
“We all know it—people tend to put off dealing with their finances. So we wanted to remind them, in a kind and memorable way, that taking care of your finances is really just taking care of yourself. A song is an unexpected, yet powerful way to break the taboo around money.”
Richard Rochette-Villeneuve,
Vice-President creative, Cossette
Running from November 3 to 30 across TV, YouTube, digital platforms and social media, the campaign delivers a simple but resonant message: finance doesn’t have to be intimidating.
Credits
Client: Autorité des marchés financiers
Nathalie Hamel, Sophie Garon, Julie Tremblay, Kim Lachapelle, Antoine Bédard
Agency: Cossette
Richard Rochette-Villeneuve, VP Creative
Zoé Forest Paradis, Copywriter
Léa Breton, Senior Product Manager
Marie Vaillancourt, Strategy
Joannie Roy, Agency Producer (Septième)
Media Agency: Cossette Média
Production Company: Nova Film
François Lallier, Director
Dominik Beaulieu, Production
Anna Charbonney, Production
Postproduction :
Studio Élément
Jason Arbour, Editor
Eric Denis, Colourist
Nova Film
Louis-Philippe Gagné, VFX Artist
Yanick Maheux, Motion Designer
MAZ, VFX
Sound Studio : Circonflex
Zoé Forest Paradis (Cossette), Music Composer and Songwriter