CNESST - La Laine

Psychological health can hang by a thread. 

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The campaign uses a striking visual metaphor to show how fragile mental health can feel at work, almost like it's "hanging by a thread." To bring this idea to life, we designed crochet characters that represent different workplace risks, like harassment and violence, aiming to spark open conversations and encourage proactive solutions. Working with Cossette and Rodeo Production, each element was handmade with a mix of 3D printing, crochet, and traditional stop motion techniques creating a unique visual that brings a sensitive touch to the message. Keep an eye out for this campaign across Quebec on TV, online, radio, billboards, and social media.

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Huge thanks to the dream team

Client: Commission des normes, de l’équité, de la santé et de la sécurité du travail (CNESST)

 

Agency: Cossette

Creative Direction: Richard Rochette-Villeneuve,

Copywriting: Zoé Forest Paradis, Andrew Morgan

Art Direction: Jasmin Brochu

 

Production House: Rodeo Production

Production: Guillaume Bilodeau, Martine Goyette

Co-direction: Pierre Dalpé, See Creature (Dale Hayward and Sylvie Trouvé)

 

Stop Motion: See Creature

Production: Dale Hayward

Animation supervisor: Sylvie Trouvé

Animatic: Dave Thomas 

Character design: Shannon Hayward, Dale Hayward, Simon Cottee

Sets & Prop Fabrication: Corinne Merrell, Nancy Belzile, Alizee Milliot

3d printing specialist: Christopher Carletti

Production Assistant: Shermine Sawalha

Armature Fabrication: Erik Goulet, Hamish Hambert, Jasmine Carpenter 

Puppet Fabrication: Dale Hayward, Dominique Cote, Laura Venditti, Emily Belanger, Kamille Yergeau

Crochet Fabrication: Chason Yeboah, Fataba Kakulatombo, Nana Korkor, Jasmine Carpenter 

Director of Photography: Sylvie Trouvé

Stop Motion Animation: Sylvie Trouvé, Laura Venditti, Dale Hayward

 

Post-production: Rodeo FX, See Creature

Original Music: Circonflex

Sound Studio, Sound Design and Audio Mixing: Rodeo FX