Helping people creates an opposite “domino effect”
Posted by Tom Megginson | 22-11-2012 01:47 | Category: Social aid
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.”
Advertiser:
L'Oeuvre Léger
Agency:
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
Source:
Infopresse
