At the 2022 edition of the Idéa Awards, lg2 won a total of 109 awards for 25 different clients, in all six of the competition’s main categories (Craft/Production, Creative Advertising, Design, Media, Digital Products and Experiences and Business Results and Strategy), making it the most award-winning agency in the competition.
Within the accolades received were two Grand Prizes awards, for work done in collaboration with Hydro-Québec (Business Results and Strategy category) and Les Producteurs de lait du Québec (Creative Advertising category) respectively. These awards serve as major recognition of lg2’s talents and testify to the trust and collaboration that we have established with our clients and partners, without whom the projects would not have been made.
“Seeing our creative and strategic products receive this kind of recognition shows the power our creativity can have on popular culture. Today, we want to highlight the impact of these messages, these stories, these experiences and these platforms. The response we receive from consumers, readers and citizens is what makes us so proud of the work that's been done. Our talents and our multiple areas of expertise do more than just stand out in their respective fields: when they combine their creativity and their intellect, they can create global impact for local brands. The work we’ve done with Hydro-Québec is a perfect example of that.”
Hydro-Québec's Énergie en commun project took top honours with the Grand Prizes of the evening, in the Business Results and Strategy category. This was a strategic support mandate with the aim of repositioning the state-owned company as a civic brand. Deployment began with mobilizing employees and continued with the launch of a public consultation platform to identify Quebecers’ priorities with respect to sustainable development. It was a huge collective task, all set in motion during the pandemic.
As for the Producteurs de lait du Québec, the Grand Prizes was won in the Creative Advertising category for the entire integrated En tant que porte-parole du Lait campaign with Laurent Duvernay-Tardif. This partnership, first announced as part of Super Bowl LV in 2021, was deployed through a variety of media and showed different facets of the professional athlete’s personality: his amateur comedian side, his country-boy side and his student side.
Also held as part of the Idéa Awards gala were the Mérites Francopub, awarded by the Office québécois de la langue française in recognition of creators whose advertisements highlight the quality of French. The Mérite Francopub – bourse Serges-Tougas award was granted to Simon Blaquière, copywriter for the Simplex project.