Thread
The Commission des normes, de l’équité, de la santé et de la sécurité du travail (CNESST) wanted to raise awareness among employers and workers about psychosocial risks in the workplace, like violence and psychological harassment. To do so, the team came up with a visual metaphor featuring a worker whose mental health is hanging by a thread.
Each visual element was made by hand using 3D printing and crochet, then photographed and animated graphically. In the end, this unique artisanal process helped produce touching scenes that strengthened the message.
Services
AdvertisingIndustries
Health, Public sectorThanks to an emotional message, the spot inspired open conversations and the prevention of psychosocial risks in the workplace.
Credits
Client :
Commission des normes, de l’équité, de la santé et de la sécurité du travail (CNESST)
Creative :
Anne-Claude Chénier, Richard Rochette-Villeneuve, Zoé Forest Paradis, Jasmin Brochu
Strategy :
Marie Vaillancourt, Amélie Lemieux, Anaid Guerrero Jimenez
Account services :
Nicole Laplante
Production :
PRODUCTION : Septième, Rodeo Production, Rodeo FX, See Creature, Circonflex