The 1.8-Pound Book

PSA/Charity Advertising - Single

2023

LG2, Quebec/Montreal/Toronto
t: 514-281-8901
e: concoursmtl@lg2.com
w: lg2.com

Agency: LG2 Client: Préma-Québec Creative Director: Frédéric Tremblay, Geneviève Langlois, Élise Cropsal, Odile Archambault Copywriter: Guillaume Bergeron, Jean-Christophe Diaque, Marie-Ève Leclerc-Dion Art Director: Marc Guilbault, Tiana Rica Designer: Sophie Valentine Account Services: Marie-Julie Cossette, Sarah-Maude Raymond, Samuel Bouffard, Simon Boisvert Agency Production: Isabelle Fonta, Mélanie Bruneau Chief Creative Officer: Marc Fortin, Luc Du Sault VP, Executive Creative Director: Marilou Aubin, Nicolas Baldovini VP, Strategy: Sophie-Annick Vallée VP, Account Services: Marie-Christine Cayer, Julie Pilon Motion Graphics Artist: Jean-Philippe Guy, Antoine Hallé, Elisa Ferreira Mac Artist: Julie Hotte Agency Production, Print: Louis Dorval, Mélissa Brisson, Geneviève Demers Project Management, Production: Emmanuelle Gauthier-Laquerre Production Company: Gorditos Producer: Véronique Poulin Director: Nicolas Monette Director of Photography: Gabriel Brault-Tardif Sound Production: Circonflex Engineer: Tanguy Meunier Media Agency: Touché! Project Manager: Rosemarie St-Amand Media Director: Gabrielle Côté Media Strategist: Alexandra Lafontaine

Préma-Québec, an organization that supports parents of preemies, wanted to raise awareness of just how fragile and tiny these infants are by creating a book weighing 1.8 pounds, the average weight of a very premature baby. The book, whose jacket gently wraps a newborn on its cover, contains a collection of four children's stories. In order to achieve the desired weight, every detail had to be carefully considered: the number of pages, the type of paper, the size and even the ink coverage.