Quebec is fighting climate change one stitch at a time

The Ministry of the Environment and Lg2 make a quilt that's also a metaphor for collective action to reduce emissions.
MAIN-IMAGE-MELCC

Quebec’s Ministry of the Environment and the Fight Against Climate Change (MELCC) is using a patchwork quilt as a metaphor to show how small, individual contributions can contribute to a greater whole.

“Courtepointe,” created with agency Lg2, gradually reveals the outcome of different people working together on different sections of the textile – each one representing different actions people can take, and how they can add up to a major impact. The finished product leads down the middle of a suburban street, then winds its way up a flight of stairs to a boy’s bedroom, tucking him in.

For this first mass campaign, MELCC is looking to mobilize Quebeckers to actively take part in efforts to achieve its 37.5% greenhouse gas (GHG) reduction target by 2030 as set out in the Plan for a Green Economy (PGE).

“We wanted to find a compelling image that would accurately represent this collective project whose success depends on several parts working together,” says Alexandre Jourdain, partner and CD at Lg2. “And since we are also building the Quebec of tomorrow for our children, who better than these future citizens to give voice to this mobilizing campaign?”

“Courtepointe,” is  being rolled out on television in the province, and also digitally. The Ministry of the Environment’s Instagram page also provides a more close-up look at the 30 squares, each one illustrating individual actions that can come together to reduce GHG targets.

CREDITS

Client: Ministère de l’Environnement et de la Lutte contre les changements climatiques

Pauline Boissinot: Directrice des communications; Nathalie L’Italien: Directrice adjointe et chef du Service conseil  Anne Trudel: Conseillère en communication; Eveline Mongrain: Conseillère en communication

VP, creative: Marilou Aubin

VP, strategy: Sophie-Annick Vallée

VP, account services: Marie-Christine Cayer

Creative direction: Alexandre Jourdain

Creative: Simon Blaquière, Antoine Dasseville

Strategy: Stéfanie Forcier, Virginie Wérotte

Account services: Samuel Bouffard

Agency production: Lyne Leclair

Quilt design: Flavie Lechat

Photography: Harold Fortin, Jean Landry

Illustration: David Arcouette

Director: Jérémy Comte

DOP/Photography: Alexandre Nour

Production House/Production: Colossale

Sound Studio/Engineering: Cultnation

Music: Cultnation

Image Editing: Joannie Rosa

Thanks: STM - SÉPAQ – Lion Électrique