2019 Winner
Dr. Clown Foundation
When you giggle, you give
Cossette Media
SilverPublic Service - Best Use of Digital - Best Use of Technology
It is literally impossible to resist smiling at a baby’s full-bellied laughter. In an effort to raise awareness about its work with sick children, little-known Quebec NGO Dr. Clown Foundation issued a “Funny Face-off” challenge that translated viewers’ giggles into donations. Using a mobile app that detected smiles through facial recognition, the “When You Giggle, You Give” campaign got over 1.3 million people busting a gut. Once a smile was recognized, the app prompted people to share their happiness by donating to support the organization’s therapy clowns, demand for which had recently increased by 35%. Engaging famed Quebec influencers and comedians like Martin Petit and Mario Tessier to share their own reactions helped the campaign receive 22.6 million media impressions and increase donations by 1,967%.
Credits
Advertiser : Fondation Dr Clown Martin Goyette (General Manager), Anne Béliveau (Development and Communications Advisor), Marie-Chantal Renaud (Creation Director), Anne Lassonde (Development and Communications Advisor), Valérie Caron (Operation Director)
Media Agency : Cossette Media Media : Laurence Laperrière (Media Supervisor), Barbara Martins-Costa (360 Media Planner), Simon Guertin (Digital Assistant)
Agency : Cossette Creative Director: Richard Rochette-Villeneuve VP, Design & Branding: Barbara Jacques VP, Innovation: Daniel Ouellet Account Team: Audrey Hasdenteufel, Bélinda Potvin, Tanya Loncarevic Strategy team: Simon Bédard, Chris Bergeron, Martina Djogo, Annie Robitaille Art Director: Claudine Ruest, Marie-Bénédict Jacquemin Copywriter: François-Julien Rainville UX Designer: François Lavigne, Frédérique Marquez Designer: Camille Lévesque
Production Company: Septième production Executive Producer: Stéphanie Côté, Vicki Dubois, Nathalie Norambuena, Rayane Ouadah Cinematographer: Maxime Lamontagne Editor: Jérémie T. Fournier Post Production: Maxime Bluteau, Daniel Cartier Music & Sound: BLVD Developer: TimeCode Lab – Luc Normandin, David Côté Pantalone, Alexandre St-Louis Fortier