Luc Du Sault was one of this year’s Marketing Awards co-chairs and creative director of LG2, the agency behind the campaign. In our June 2014 issue, Du Sault gives readers a glimpse at the ideas behind this year’s Marketing Awards campaign.
“The bar for awards show ads is always high and the Marketing Awards is Canada’s leading awards show. Fortunately, Andrée-Anne Hallé came up with an insight: A respected award show is all about the work. Nothing else. Not agencies nor individuals. With that in mind, Andrée-Anne wrote ‘We only judge your work.’
“To illustrate the idea, we showed some, well, jerks winning a Marketing Award. If you recognize yourself, it’s pure coincidence (and an indication you may want to rethink how you live your life).
“The three films were shot by 401 and the director Nicolas Monette (who nearly sacrificed his fingers to frost bite during shooting). The photos for the print campaign were taken by Christian Tremblay. Thanks so much to these gentlemen.”