2017 Winner

La grande guignolée des médias

One Less Box To Move


SilverGame Changer

La grande guignolée des médias (The Media’s Big Food Drive) is Quebec’s biggest food drive. Since the 2008 financial crisis, a disturbing number of families rely on food banks to eat. In fact, more than 10% of Quebec’s population currently lives below the poverty line.

This new category of poor people doesn’t live on the street: they are hard-working, low income families suffering from the consequences of a severe economic downturn.

Like most food drives, La grande guignolée des médias has traditionally been held over the holiday season, when people tend to be more generous.

Unfortunately, poverty doesn’t stop when the snow melts. In summer 2016, the organization and agency Tam-Tam\TBWA decided to take advantage of a local tradition - Quebec’s National Moving Day - with the intention of establishing a new food drive tradition for La grande guignolée des médias.

A few days before the moving frenzy, they collected the heavy, non-perishable food items Montrealers would have otherwise left behind during their move.

On June 28th, cardboard boxes (similar to moving boxes) were distributed in one of the most densely-populated rental areas of Montreal. The organisation asked people to fill the box with non-perishables to make their move lighter while helping their less fortunate neighbours. On the night of June 30th, 30% of the boxes were collected with goods in them.

La grande guignolée des médias gave a 3-minute interview with one of the beneficiary food aid organizations on Salut, Bonjour!, the most-watched morning TV show in the province. Combined with other initiatives, this stunt helped halt a decline in donations that had been affecting the organization since 2011.

In fact, since 2015, it has reversed the decline in donations, and increased cash donations by more than 30%, reaching $3,179,255 for 2016 (that’s without counting the thousands of kilos of non-perishables).

Brand: La grande guignolée des médias
Agency: Tam-Tam/TBWA
Marketing team: Isabelle Fafard, Denise Deveau, Anne Dongois
CD, VP: Manuel Ferrarini
AD: Anne-Marie Lemay
Copywriter: Sarah-Catherine Lacroix
Vice-President, GM & client leader: François Canuel
Account coordinator: Sandra Dagenais
Production: Helium Films
Director: Guillaume Simard

Have questions? Need help?
Contact Rowan Traynor at 1-416-408-2300 x213 or rtraynor@brunico.com.