Osocio NL

Helping people creates an opposite “domino effect”

Posted by Tom Megginson | 22-11-2012 00:47 | Category: Social aid

L'Oeuvre Léger: dominoes

You might think you have seen dominoes used as an artistic device in advertising one too many times. But you’ve never seen them done like this:

Oeuvre du Cardinal Leger - Dominos from La Cavalerie on Vimeo.

Here is an English translation:

“Paul- Émile Léger, more than 60 years ago, created a movement. A movement to help young people in foreign lands, and those most in need, worldwide. A movement to help the senior citizens and families of Quebec. Today, thanks to you, L’Oeuvre Léger has helped more than 30 million people. Keep the movement going. Give.”


The ad, directed by Dominique Laurence (with whom I have collaborated on a number of campaigns) uses reversed domino tumbling to reveal images that animate to show the people helped by L’Oeuvre Léger’s fundraising activities: families in difficulty, street youth and seniors.

Paul-Émile Léger was Archbishop of Montreal from 1950 to 1968, and later a Cardinal in the Roman Catholic Church. He was known for his stands against antisemitism in the church, and had relatively progressive views about birth control and ecumenism. For his works among people in need, both in Canada and internationally, he was awarded the first Pearson Peace Medal in 1979. He died in 1991.

Martin Gosselin, VP Creative at Ogilvy Montreal, told Infopresse, “Many people are unaware that the organization helps the less fortunate to regain their dignity. The challenge was to be touching, without falling into misery.”

L'Oeuvre Léger
Ogilvy Montreal
Additional credits:
Creative Director: Martin Gosselin
Created: Bernardo Andrada, Luc Dupéré, Bob Lachapelle
Advisory Service: Marlene Boisvert, Linda Perez
Project Management Digital Kenza Benyahia
Planning Digital Marilyse Dionne
Media: David Tremblay, Danuta Mierzwinski
Programming: Patrick Legare
Production House: La Cavalerie
Director: Dominique Laurence
Production: David Michel, Marie-Josée Larocque
Animation Stop-motion : Patrick Peris
Director of Photography: Julien David
Art Director: Camille Parent
Editing: Gabriel Lamontagne
Colorized : Benoit Côté
Technical Director: Sacha Sojic
Music: Michel Corriveau
Sound: Sylvain Lefebvre - Studio La Majeure
Public Relations: Elaine Mayrand, Karen Lafleur - Massy Forget Langlois

My comment


Your comment will not be visible until a moderator approves it.

Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.

image of a graduation cap

Recent in Academy

Branding a time-bound campaign, Forest & Bird did it.

It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Read more

Can fundraising marketers recreate the #icebucketchallenge?

Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
Read more

About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)