Put some respect in your bin
City of Laval
A poll carried out by the City of Laval revealed that over half of their residents throw just about anything in the recycling bin. Another surprise—55% of those folks don’t take the extra step to find out what should and should not be recycled.
To be seen, first be heard
Clearly, an informational flyer wasn’t going to change residents’ behaviour. To make sure our message was seen and heard we came up with the idea for an original music video by Alaclair Ensemble, one of Quebec’s most acclaimed rap groups. Shot entirely in a recycling centre, the video tackled recycling from a completely fresh angle and positioned the City of Laval as a leader on this issue.
To be seen, first be heard
Clearly, an informational flyer wasn’t going to change residents’ behaviour. To make sure our message was seen and heard we came up with the idea for an original music video by Alaclair Ensemble, one of Quebec’s most acclaimed rap groups. Shot entirely in a recycling centre, the video tackled recycling from a completely fresh angle and positioned the City of Laval as a leader on this issue.
27 million impressions
Once the video was launched on the YouTube channel of the band’s record label Disques 7ième Ciel, as well as the Facebook pages of Laval and Alaclair Ensemble, it became an instant viral success. In total, the video generated roughly 3 million views, 1 million plays on Spotify, and a grand total of 27 million impressions.
High visibility amplified all marketing efforts and generated click-through rates well beyond the norm.
27 million impressions
Once the video was launched on the YouTube channel of the band’s record label Disques 7ième Ciel, as well as the Facebook pages of Laval and Alaclair Ensemble, it became an instant viral success. In total, the video generated roughly 3 million views, 1 million plays on Spotify, and a grand total of 27 million impressions.
High visibility amplified all marketing efforts and generated click-through rates well beyond the norm.
And the Grammy goes to…
Okay, not quite, but the track was named one of the best songs of the year by URBANIA Musique and the music video went on to be nominated at the 2020 ADISQ Gala in the “Video of the Year” category.
The campaign was also cited as an example throughout Quebec and around the world. For a city long seen as a not-so-cool Montreal suburb, this was vindication as well as a point of pride for all Laval residents.
And the Grammy goes to…
Okay, not quite, but the track was named one of the best songs of the year by URBANIA Musique and the music video went on to be nominated at the 2020 ADISQ Gala in the “Video of the Year” category.
The campaign was also cited as an example throughout Quebec and around the world. For a city long seen as a not-so-cool Montreal suburb, this was vindication as well as a point of pride for all Laval residents.
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Prizes and awards
- GOLD – IDEA 2020 \ Media \ Best Content Creation
- GOLD – IDEA 2020 \ Business Results and Strategy \ Social Responsibility
- SILVER – IDEA 2020 \ Advertising Design \ Branded Video Content
- SILVER – IDEA 2020 \ Business Results and Strategy \ Mobilization and Outreach
- BRONZE – IDEA 2020 \ Advertising Design \ Audio Brand Content Category
- BRONZE – EFFIE CANADA 2021 \ Government, Institutional & Public Service
- BRONZE – MARKETING AWARDS 2020 \ Branded Content
- GOLD – PLUMES D’EXCELLENCE 2020 \ Behavioural Campaign
Prizes and awards
- GOLD – IDEA 2020 \ Media \ Best Content Creation
- GOLD – IDEA 2020 \ Business Results and Strategy \ Social Responsibility
- SILVER – IDEA 2020 \ Advertising Design \ Branded Video Content
- SILVER – IDEA 2020 \ Business Results and Strategy \ Mobilization and Outreach
- BRONZE – IDEA 2020 \ Advertising Design \ Audio Brand Content Category
- BRONZE – EFFIE CANADA 2021 \ Government, Institutional & Public Service
- BRONZE – MARKETING AWARDS 2020 \ Branded Content
- GOLD – PLUMES D’EXCELLENCE 2020 \ Behavioural Campaign
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