Touché! is proud to win a silver trophy at the prestigious Cannes Lions International Festival of Creativity! Our Sans Émission campaign, created in collaboration with Volkswagen Canada and VML Canada, won the award in the Use of Channel Integration category.

The campaign had already garnered five nominations at Cannes, in addition to being recognized at the Prix Idéa and nominated twice at the Festival of Media Global.

The big idea was simple, but impactful: In Quebec, many TV networks stop broadcasting during the late hours of the night. In fact, Noovo has never broadcasted anything between the hours of 2 AM and 6 AM in its history. Locals in Quebec call this off-air time “Sans Émission”, which translates to “No broadcast signal”. But “Sans Émission” also has a second meaning: “No gas emissions”, in reference to electric vehicles.

Playing with the double meaning of “Sans Émission”, we partnered with Noovo to turn their unused airtime into a first of its kind media stunt: a 4-hour long comedy special starring Pier-Luc Funk and a charging Volkswagen EV.

To discover the full case study and watch the campaign video: https://www.touchemedia.com/en/our-work/sans-emission/

This victory reflects our commitment to pushing the boundaries of creativity and producing innovative and impactful campaigns for our clients, year after year. Congratulations to all the teams involved for their hard work and ingenuity.