{"id":80474,"date":"2025-04-07T07:00:00","date_gmt":"2025-04-07T11:00:00","guid":{"rendered":"https:\/\/www.centraide-mtl.org\/?p=80474"},"modified":"2025-04-16T10:33:49","modified_gmt":"2025-04-16T14:33:49","slug":"meet-two-of-the-creatives-behind-our-new-advertising-campaign","status":"publish","type":"post","link":"https:\/\/www.centraide-mtl.org\/en\/blog\/meet-two-of-the-creatives-behind-our-new-advertising-campaign\/","title":{"rendered":"Meet two of the creatives behind our new advertising campaign"},"content":{"rendered":"\n

With a strong message and a striking aesthetic, the second part of Centraide\u2019s advertising campaign has now been deployed. The goal of this campaign, whose first part launched in 2023, is to reveal the scale of today\u2019s social needs and show that generosity can change lives. Created by Rethink<\/a>, the campaign features the creativity of illustrator J\u00e9r\u00f4me Mireault and director Sarah Pellerin, who sat down to tell us about their views and contributions to the campaign.<\/p>\n\n\n\n

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J\u00e9r\u00f4me Mireault: An insightful illustration of a complex reality<\/strong><\/strong><\/h3>\n\n\n\n

Represented by Colagene Creative Clinic<\/a> since its founding over 20 years ago, J\u00e9r\u00f4me Mireault is an illustrator whose distinctive style is inspired by fashion, music and city life. You can easily recognize his technique, in which he combines the spontaneity of drawing with digital precision to create images that are playful yet carefully composed.<\/p>\n<\/div><\/div>\n<\/div>\n\n\n

What did you discover about poverty and social exclusion from this project?<\/strong><\/strong><\/h4>\n\n\n\n

\u201cI realized that these issues are sometimes more hidden than we think. They can affect anyone, and all of our efforts to help will create opportunities for people to improve their self-esteem. This has an impact that goes beyond individuals to benefit their communities.\u201d<\/p>\n\n\n\n

How did your approach evolve between these two projects with Centraide?<\/strong><\/strong><\/h4>\n\n\n\n

\u201cFor the first project, I started from a blank canvas with new ideas. For the second project, I was a bit more at ease, as the style had already been developed, and the environment was familiar!\u201d<\/p>\n\n\n\n

What were your challenges to create these visuals?<\/strong><\/strong><\/h4>\n\n\n\n

\u201cMy biggest challenge was a technical one, as I had to get used to working with a large format. But I managed to adapt, and everyone will see the result soon! To create the concept, I was supported by a superb team at Rethink, and everything came together seamlessly.\u201d<\/p>\n\n\n\n

How do you think illustrations help raise public awareness?<\/strong><\/strong><\/h4>\n\n\n\n

\u201cIllustrations are a good way to simplify concepts and trigger immediate emotions. I think they make messages more accessible and approachable so that people can connect with them. Illustrated details are the perfect way to get attention and create empathy for the subject.\u201d<\/p>\n\n\n\n

Which poster do you like the most and why<\/strong>?<\/strong><\/h4>\n\n\n\n

\u201cIt\u2019s hard to choose, as each poster is part of a whole that is hard to separate out. However, I do feel a \u2018special something\u2019 for the first series<\/a>, as it drew me a bit out of my comfort zone and gave me new visibility that I would not have had otherwise.\u201d<\/p>\n\n\n\n

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Sarah Pellerin: A director who tells human stories<\/strong><\/h3>\n\n\n\n

Sarah Pellerin is an acclaimed director and screenwriter who can combine humour with social impact. As her usual wheelhouse is in scripted series and movies with actors, she was able to bring a profound sense of humanity to this campaign.<\/p>\n<\/div><\/div>\n<\/div>\n\n\n

Why did you decide to work on this project?<\/strong><\/strong><\/strong><\/h4>\n\n\n\n

\u201cCentraide is an essential organization. We are going through difficult times right now, socially, economically and politically. Community agencies play a crucial role in supporting our society and letting everyone help each other. This was a way for me to help showcase how important they are.\u201d<\/p>\n\n\n\n

How did you put your personal style into this campaign<\/strong><\/strong><\/strong>?<\/h4>\n\n\n\n

\u201cMy style was a natural fit for this project. I was immediately struck by the concept. My experience directing actors in scripted series and movies helped me add a human and emotional dimension to this campaign.\u201d<\/p>\n\n\n\n

How did it feel to learn about realities like homelessness or people losing their housing?<\/strong><\/strong><\/strong><\/h4>\n\n\n\n

\u201cIt is upsetting to learn about moms sleeping in their cars with their kids. This isn\u2019t just an urban phenomenon, as it happens in the regions too. That was a real emotional shock. We never know what life will bring. Poverty can have a thousand faces and can affect anyone.\u201d<\/p>\n\n\n\n

What did you discover about poverty and social exclusion through this project?<\/strong><\/strong><\/strong><\/h4>\n\n\n\n

\u201cI learned that these realities are much more than stereotypes. We often associate poverty with homelessness or substance problems, but anyone we come across during the day could be in this situation and we wouldn\u2019t know it. We have to get beyond prejudice and simply figure out where help is needed.\u201d<\/p>\n\n\n\n

What emotion or reaction do you want people to have when they see the ad?<\/strong><\/strong><\/strong><\/h4>\n\n\n\n

\u201cI want them to be aware of the issues but also to have hope. While these realities are difficult, our society does have solutions, resources, and people ready to help. If people can give, they should give. And they should know that help is there if they need it.\u201d<\/p>\n\n\n\n

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1 out of 5 people receives our help.
5 out of 5 people benefit from it.<\/strong><\/h2>\n\n\n\n

Let’s all lend a hand<\/font><\/b><\/span>\n <\/h3>\n\n\n\n
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DONATE<\/strong><\/a><\/div>\n<\/div>\n\n\n\n
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Supporting a network of over 375 community agencies also means promoting an inclusive, poverty-free society.<\/strong><\/p>\n\n\n\n

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With a strong message and a striking aesthetic, the second part of Centraide\u2019s advertising campaign has now been deployed. The goal of this campaign, whose first part launched in 2023, is to reveal the scale…<\/p>\n","protected":false},"author":8,"featured_media":80727,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"37364,57952,66767,53993,26498,60267","_relevanssi_noindex_reason":"","footnotes":""},"categories":[695],"tags":[747],"content-type":[495],"sector":[30,31,32,45],"class_list":["post-80474","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-centraide-en","tag-centraide-campaign","content-type-campagnes-publicitaires-en","sector-laval","sector-rive-sud","sector-hors-territoire","sector-ile-de-montreal"],"acf":[],"publishpress_future_action":{"enabled":false,"date":"2026-04-28 18:52:31","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/posts\/80474","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/comments?post=80474"}],"version-history":[{"count":8,"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/posts\/80474\/revisions"}],"predecessor-version":[{"id":80745,"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/posts\/80474\/revisions\/80745"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/media\/80727"}],"wp:attachment":[{"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/media?parent=80474"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/categories?post=80474"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/tags?post=80474"},{"taxonomy":"content-type","embeddable":true,"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/content-type?post=80474"},{"taxonomy":"sector","embeddable":true,"href":"https:\/\/www.centraide-mtl.org\/en\/wp-json\/wp\/v2\/sector?post=80474"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}