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Moisson Montréal: The Cart of Insecurity
Moisson Montréal food bank has just launched a unique awareness campaign called The Cart of Insecurity. This initiative, developed in collaboration with creative agency LG2, aims to draw attention to the very real but invisible issue that now affects one in five Montrealers: food insecurity. By creating a shopping cart so small that it forces people to make difficult choices and displaying it in a grocery store, Moisson Montréal has given concrete expression to a harsh reality. Shoppers were taken aback by the sight of the cart, which instantly conveys the severity of food insecurity. This shopping cart, a symbol heavy with meaning in a difficult economic climate, is incorporated into all aspects of the campaign: TV ads, online videos, proximity OOH, content in La Presse+ and social media executions.
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