I’Québec Mining Association (AMQ, Federation) invites Quebecers once again to discover the mining industry through a series of reflections on topical issues such as energy transition, access to science, exploration or automation. In the deepest mine in America, more than 3 km underground, the AMQ gave an appointment to prominent figures from Quebec, but also to two employees of the LaRonde mining complex, Agnico Eagle Mines Ltd. The campaign is signed Lazuli Marketing And disobedience.
Exploration is everywhere
This series of new capsules highlights two well-known Quebec figures: Farah Alibaya NASA aerospace engineer and pilot of the Perseverance rover that landed on Mars in February 2021, and Pierre-Yves Herr, experienced animator, curious and charismatic, with a great sense of humor and also an explorer of the seabed. The two have agreed to go underground to share their thoughts on various issues close to their hearts, fundamentally related to the current and future challenges facing the mining industry.
Discover the world of mining
It is well known that minerals and metals are omnipresent in everyday life. This advertising campaign invites the public to discover or rediscover mining, understand its necessity and provide an overview of mining companies’ efforts to reduce their environmental impact. Through 15-second ads, the Association hopes to encourage Quebecers to visit the campaign website and view the interviews.
“The first edition of In Depth Reflections strengthened our idea of presenting the mining industry differently to the general public. It is important to us to educate Quebecers about the best practices implemented at mining facilities. Through this campaign, we want everyone to take a step back from the industry and make their own reflections. The mining industry in Quebec is one of the most innovative and responsible in the world, something to be proud of! Jose MethotPresident and CEO ofAMQ.
Click here to view all campaign images.
Credits:
Client: Quebec Mining Association, Martin Bureau – Jade Stefanini
Production: Lazuli Marketing
Advisory service: Marie-Hélène Dubeau
Producer: Ariane D Rondeau
Directed by Olivier Languedoc
DOP 1st: Mathieu Elie
DOP 2nd: Michel Valiquette
Camera assistant: Joel Tremblay
Production Assistant/Camera: François Haché
Sound engineer: Stéphane Carreau
Videographer Making of: Cédric Conti
Offline Editor: Jean-Sebastien Hamel
Post Production: Outpost
Sound Mixing: Major
Researcher: Fadwa Lapierre
Web producer: Marie-Eve Bolduc
Web programming: Christian Thibault
Media Strategy: Marie-Hélène Dubeau – Lazuli Marketing, Lucie Gauvin
Social Media: Kim Cayer Roy
Original idea: Guillaume Blanchet and Simon Beaudry, Insubordination