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Jasmin Roy-Sophie Desmarais Foundation: Be A Hero. Stand Up For Kindness

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Ogilvy Montreal is behind the new campaign for the Jasmin Roy-Sophie Desmarais Foundation, a Canadian not-for-profit organization that has for mission to fight bullying and promote caring relationships and healthy emotional habits. The campaign's objective is to multiply positive social behaviours among youth. The new message plunge viewers into the universe of “Hollywood-esque” superheroes that are fighting supervillains. The Ogilvy Montreal Agency has created these two advertising films that take viewers into the darkest corners of a Gotham-like city. At first, viewers are taken by the action but soon realize that the “villains” are in fact people they encounter in their daily lives, in public transport or at work. Villains may be essential ingredients of a captivating movie, but they are not welcome in our society. And it’s exactly the mission of the Foundation that is to promote caring environments in all walks of life. 
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Account Director: Catherine Lemay

Post Production: MELS 

Sound Design and Mixing: Apollo Studios - Pierre-Hugues Rondeau, Vincent Dufour

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