The Food Insecurity Basket

Point-of-Purchase - Single

2025

LG2, Quebec/Montreal/Toronto
w: lg2.com

Client: Moisson Montréal Executive Creative Director: Marilou Aubin Creative Director: Alexandre Jourdain Copywriter: Vanessa Harbec, Roxanne Pelletier Art Director: Patrick Rochon, Sarah Lemire Strategic Planning: Philippe Goudreault, Laurence Landry-Leduc Client Services: Anne-Elizabeth De Longchamp, Claudia Trudeau Project Manager, Production: Justine Trottier, Geneviève Demers, Katia Dupuy Graphics: Louis-Nicolas Labbé Mac Artist: Julie Hotte Chief Creative Officer: Nicolas Baldovini, Josh Stein, Luc Du Sault Chief Strategy Officer: Sophie-Annick Vallée Vice-President, Strategy: Stéfanie Forcier Vice-President, Account Services: Karine Payette Producer: Nicolas Robert, Isabelle Borduas Director: Charles-Antoine Thériault Director of Photography: Christophe Fortin Editor: Charles-Antoine Thériault Colourist: Thomas D’Auteuil Production Company: Carton Rouge Post-Production: POST430 Sound Production: Lamajeure Media Agency: ZA Communication

In Montreal, 1 in 5 people must cut back on food. Moisson Montréal, a food bank supplying 300 organizations across the city, responded to this statistic with a unique awareness campaign called The Cart of Insecurity. This initiative aimed to draw attention to the very real but invisible issue that affects 20% of Montrealers: food insecurity. By creating a shopping cart so small that it forces people to make difficult choices and displaying it in a grocery store Moisson Montréal gave concrete expression to a harsh reality. Shoppers were taken aback by the sight of the cart, which instantly conveyed the severity of food insecurity. This shopping cart, a symbol heavy with meaning in a difficult economic climate, was incorporated into all aspects of the campaign: TV ads, online videos, proximity OOH, content in La Presse+ and social media executions.