Sans Émission

Brand Activation Campaign

2024

VML Canada, Montreal, QC
w: vml.com/montreal

Ad Agency: VML Canada Chief Creative Officer: Graham Lang Executive Creative Director: Allen Kwong Creative Director: Alexandre Béland, Alexis Caron-Côté, Mike Richardson Senior Art Director: Jérôme Bajulaz Copywriter: Johan Af Strom, Chloée Desjardins, Zachary Richman, Kyle Woods Designer: Kyle Simpson Translator/Proofreader: Julie Goulet Producer: Alexandra Michaud National Head of Production: Janice Bisson Account Supervisor: Lidwine Assogba Account Manager: Virginie Calderon Strategy Director: Amy Delafontaine Managing Director: Marie-Josée Bourque Group Account Director: Luc Arbour Group Strategy Director: Andrew Ahern President/Chief Strategy Officer: Christine Maw PR and Communications Lead: Aaron Nilsen Media Agency: Touché! VP, Strategy: Terry Horton Associate Media Director: Emilie Bertrand Project Manager: Vincent Guitard Production House: Freshman Director: Louis-David Jutras Director of Photography: Maxime Valsan Executive Producer: Daniel Libman Audio House: Circonflex Head of sound: Paul-Étienne Côté Post-Production: MELS Post Production Supervisor: France Poulin-Youde Post-Production Company: Rooster Post Production Assistant Editor: Lenka Gmitrová Client: Volkswagen Canada President, CEO: Pierre Boutin Director, Marketing: Lynne Piette Manager, Retail Marketing: Mark Dicks Manager, Brand Marketing: Jennifer Klepadlo

In Quebec, some channels still go off-air during the overnight period. Locals call this 'sans emission' which translates to 'no broadcast.' But it also means 'no gas emissions.' So, to advertise their new all-electric ID.4, Volkswagen transformed a popular TV channel's unused overnight airtime into a four-hour long comedy special starring famous Quebec comedian Pier-Luc Funk and a charging Volkswagen EV. The special was promoted like a new show with social, OOH, and a listing in the TV guide.