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LG2 stands out at Young Lions

Silver in the Film category for Alexandre Pépin

Montreal, April 24, 2024

The Young Lions competition, supported by the Globe and Mail in Canada, has announced its 2024 winners. LG2’s copywriter Alexandre Pépin and his teammate for competition Nicolas Robert, Executive Producer and Partner of Carton Rouge, won silver in the Film category. Their advertisement “The Urgent Delivery” won the attention of a jury of industry leaders. The prize recognizes the duo's talent and proves that these young creatives have a bright future ahead of them.

Creation under pressure

This year, the 371 participating teams in the 5 competition categories had to create a project to raise millennials' awareness of the mission of Second Harvest, Canada’s largest food rescue organization. Once the participants had received the brief, they had to get straight to work. Alexandre Pépin's team had to meet a 48-hour deadline to produce a 60-second ad. The Urgent Delivery was delivered... in a hurry!

The video's central theme can be felt in many details: the acting, the sound effects and, above all, the sense that everyone is in a hurry. A nod to a popular restaurant drama The Bear is also palpable in the stressful kitchen dynamic. The tour de force is fully felt at the video's close, with an impacting message: Our planet is already full. Stop feeding it.