Contribution:
Conceptualized and executed the art direction for the digital campaign, in collaboration with a copywriter.
Crédits:
Agence: Cossette Montréal
Creative Director: Patrick Michaud / Eric Bouchard
Art Director : Ebenezer Somado
Copywriter : Charlotte Cassonnet
Graphist: Mariette Parrod
Additional Art Director: Étienne Chayer-Leclerc
Account Manager : Mélodie Desrochers Ndlela
Overview
To launch their limited-edition maple lineup, Vachon partnered with Tree Canada to plant 30,000 maple trees across the country. The goal was to make this partnership known to a younger, environmentally-conscious demographic (Millennials and Gen Z).
Challenge
Connecting mass-market baked goods to tree-planting initiatives is not an immediately obvious link. The campaign needed a clear, direct message that involved the consumer in the journey without losing the brand's playful identity.
Insight
Since Vachon’s maple LTOs contain real maple syrup, we leaned into the idea that these products technically come directly from the trees. This allowed us to bridge the gap between the product and the cause through humor and curiosity.
We evolved Vachon’s "Eat Joy" signature into the simple, imperative formula: "Mange de la joie. Plante de la joie." (Eat Joy. Plant Joy.).
