In an effort to reach out to teenagers and young adults, the Government of Quebec turned to Loud,
Naya Ali, Sarahmée and Zach Zoya, popular Québec rappers, to drive home the importance of wearing
a mask and practicing social distancing to stop the spread of COVID-19. Each artist stars in one
of the campaign’s four featured spots, which are nothing like typical government messages.
Client : Gouvernement du Québec – Ministère du Conseil exécutif
Artists : Loud, Naya Ali, Sarahmée, Zach Zoya
Agency : Cossette
Creative director : Fabrice Bouty
Art director : Dorian Coureau
Copywriters : Alex Lachapelle, Nadine El-Whidi
Strategic planners : Valentin Roux-Dufort, Marie Vaillancourt
Product director : Valérie Lapointe
Senior product owner : Audrey Dignard
Product manager : Geneviève Sdicu
Content strategist : Laurence Sauvé
Digital producer : Stéphanie Côté
Production house : Colossale
Director : Sebaztian
Director of photography : Kristof Brandl
Executive producers : Alexandre Auray, Mathieu Leduc
Editor : Jesse Riviere
Art director : Frédérique B. Ste-Marie
Photographer : Gaëlle Leroyer
Mural : Vincent Arnold
Music and sound : Cult Nation
Original music – Skatepark : Ajust, Tim Buron
Original music – Bus : Ajust, Pierre-Luc Rioux
Sound design and mixing : Théo Porcet
Post-production : Outpost
OOH campaign
Production studio : L’Éloi
Photographer : William Arcand
Producer : Johanne Richer
Artists : Loud, Naya Ali, Sarahmée, Zach Zoya
Agency : Cossette
Creative director : Fabrice Bouty
Art director : Dorian Coureau
Copywriters : Alex Lachapelle, Nadine El-Whidi
Strategic planners : Valentin Roux-Dufort, Marie Vaillancourt
Product director : Valérie Lapointe
Senior product owner : Audrey Dignard
Product manager : Geneviève Sdicu
Content strategist : Laurence Sauvé
Digital producer : Stéphanie Côté
Production house : Colossale
Director : Sebaztian
Director of photography : Kristof Brandl
Executive producers : Alexandre Auray, Mathieu Leduc
Editor : Jesse Riviere
Art director : Frédérique B. Ste-Marie
Photographer : Gaëlle Leroyer
Mural : Vincent Arnold
Music and sound : Cult Nation
Original music – Skatepark : Ajust, Tim Buron
Original music – Bus : Ajust, Pierre-Luc Rioux
Sound design and mixing : Théo Porcet
Post-production : Outpost
OOH campaign
Production studio : L’Éloi
Photographer : William Arcand
Producer : Johanne Richer