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Creative

Government of Quebec Joins Forces with Hip Hop Stars for All Against One. All Against Covid-19

Covid-19 campaign by the Government of Quebec drives home the importance of hygiene measures and social distancing

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.

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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

Signage campaign

Production studio: L’Éloi

Photographer: William Arcand

Producer: Johanne Richer

Category: Awareness , Corporate, Social and PSAs

Genre: Music performance , People