2022 Winner
GoldBest in Experiential/Special Event/Stunts - Budget Over $100,000
SilverBest in Niche Targeting
SAAQ
"Car Crash Flavour Chips"
lg2
"Car Crash Flavour Chips"
lg2
In Quebec, cannabis was legalized in 2018. Ever since then, cannabis-related accidents have been on the rise. Because these accidents are mainly caused by young adults, the Société de l’assurance automobile du Québec (SAAQ), the provincial crown corporation responsible for licensing drivers in Quebec, had to find a way to raise awareness of the consequences of driving high, without moralizing. Cannabis causes the munchies and cannabis also causes car crashes, so they used potato chips to give a foretaste of the consequences of driving high.
The chips were specially designed by flavourists to taste like a car crash: blood, tires and crumpled metal. It then captured several people on film sampling the chips. Their reaction was unanimous: absolute disgust. For the first time ever, munchies curb the appetite for driving high.
A limited number of bags of these chips were produced and distributed to young drivers and influencers. A video detailing the campaign’s strategy, including a few clips of people tasting the chips, was produced and broadcast on SAAQ social media accounts. A vox pop was also put together in partnership with Narcity, where they got young people near schools to sample the car crash-flavoured chips. Certain Quebec influencers (Claude Bégin, Adamo, Fruiter, JeffMeth) also took part in the campaign by featuring the chips on their social media platforms to raise awareness among their subscribers. Several mainstream media outlets received bags of the chips and featured the campaign on their platforms. Some of them even broadcast the video, bringing the social media video to traditional platform audiences.
The bag of chips itself is the primary media used in the campaign. The bag has a sleek,
distinctive design which helps it stand out from the other bags on the snack shelf. A cannabis leaf is subtly integrated into the bag’s design, under the fake brand name “Stoner Snack.” The name was specifically chosen to remind everyone why they were running the campaign. But it's what's inside the bag that made the campaign a success, allowing them to capture disgusted reactions and create a video where you can almost taste the awful flavour.
Close to 100 people tasted the car crash-flavoured chips. The campaign spurred an immediate media response with 21 million impressions and three times the expected demand. It enjoyed great exposure, even in traditional media such as Salut Bonjour, CTV News MTL, FM 107.7 and Radio-Canada’s Première Heure. Moreover, 96% of tasters said they didn’t want to drive high. Car crash-flavoured chips made the road a safer place, one bag at a time.
The chips were specially designed by flavourists to taste like a car crash: blood, tires and crumpled metal. It then captured several people on film sampling the chips. Their reaction was unanimous: absolute disgust. For the first time ever, munchies curb the appetite for driving high.
A limited number of bags of these chips were produced and distributed to young drivers and influencers. A video detailing the campaign’s strategy, including a few clips of people tasting the chips, was produced and broadcast on SAAQ social media accounts. A vox pop was also put together in partnership with Narcity, where they got young people near schools to sample the car crash-flavoured chips. Certain Quebec influencers (Claude Bégin, Adamo, Fruiter, JeffMeth) also took part in the campaign by featuring the chips on their social media platforms to raise awareness among their subscribers. Several mainstream media outlets received bags of the chips and featured the campaign on their platforms. Some of them even broadcast the video, bringing the social media video to traditional platform audiences.
The bag of chips itself is the primary media used in the campaign. The bag has a sleek,
distinctive design which helps it stand out from the other bags on the snack shelf. A cannabis leaf is subtly integrated into the bag’s design, under the fake brand name “Stoner Snack.” The name was specifically chosen to remind everyone why they were running the campaign. But it's what's inside the bag that made the campaign a success, allowing them to capture disgusted reactions and create a video where you can almost taste the awful flavour.
Close to 100 people tasted the car crash-flavoured chips. The campaign spurred an immediate media response with 21 million impressions and three times the expected demand. It enjoyed great exposure, even in traditional media such as Salut Bonjour, CTV News MTL, FM 107.7 and Radio-Canada’s Première Heure. Moreover, 96% of tasters said they didn’t want to drive high. Car crash-flavoured chips made the road a safer place, one bag at a time.
Credits
Clients : Société de l’assurance automobile du Québec – Patrice Letendre, Anne MarcouxVice-présidence et directeur de création : Luc Du Sault
Conception-rédaction : Félix-Antoine Belleville
Directeur artistique : Vincent Bernard, Nicolas Poulin
Stratégie : Alexandra Laverdière
Service-conseil : Alexandra Laverdière, Camille Savard, Rose-Marie Soucy
Production d’agence : Mélanie Bruneau, Emmanuelle Bérubé, Stéphanie Gagné
Production infographique : Sylvain Grégoire
Direction de production : Julie Pichette
Gestionnaire de trafic : Camille Dalcourt
Réalisation : Nova Film - Nicolas Brassard-Asselin
Maison de prod. / production : Nova Film - Charles Gaudreau, Camille Perras, Jason Rancourt, Anna Charbonney
Directeur de la photographie : François Gamache
Post-production : Studio Élément
Studio de son / ingénierie : BLVD
Créateur de saveurs : Foodarom
Médias : Touché!