Government of Quebec Joins Forces with Hip Hop Stars for All Against One. All Against Covid-19
While at low risk of developing serious symptoms associated with Covid-19, teens and young adults are key vectors in the spread of the coronavirus. So, the Government of Quebec turned to Loud, Naya Ali, Sarahmée and Zach Zoya, popular Québec rap and hip hop artists, to drive home the importance of following hygiene measures like wearing a mask and practicing physical distancing.
Each artist stars in one of the campaign’s four featured spots, which are nothing like typical government messages. With a less ad-like feel and a positive tone drawn from inspirational platforms often used in high performance sports, the campaign lends a touch of poetry to a very serious subject and it appeals to young people’s common sense.
To ensure the authenticity of the content, the artists were given the freedom to write and interpret the message as they saw fit—by rapping, providing a voiceover or by spoken word. They took the project to heart, expressing their convictions and sending a strong message to the target population.
The campaign was created in conjunction with communications agency Cossette, production house Colossale, and sound studio Cult Nation.
Client: Gouvernement du Québec – Ministère du Conseil exécutif
Artists: Loud, Naya Ali, Sarahmée, Zach Zoya
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 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
Production studio: L’Éloi
Photographer: William Arcand
Producer: Johanne Richer
Category: Awareness , Corporate, Social and PSAs
Genre: Music performance , People