About this project

The campaign, directed by Olivier Staub for SAAQ and LG2, is built around a stark reality: every day, on average, one person dies on Quebec roads. To make that number impossible to ignore, 28 individual films were created, each featuring a different person. One film appears each day, runs only once, then disappears — like an obituary notice suspended in time.

Director's Statement

When LG2 first proposed this campaign to me, I immediately realized there was something very strong in the way the concept was tied to the media plan. The idea is built around a stark reality: every day, on average, one person dies on Quebec roads. To make that number impossible to ignore, the campaign gives it a human face. We therefore created 28 individual films, each featuring a different person. One film appears each day. Each film runs only once, then it disappears. More I thought about it, more the concept grew in me, pushing my director's approach to be stripped down, quiet and direct. A face, a voice, a human being standing in front of us. I feel the strength of the campaign comes from that restraint. No spectacle, just the fragile presence of someone who is here for a moment, then gone. Like an obituary notice suspended in time, each character calmly announces their own death, then disappears. Leaving a cold absence that lingers, bringing the full gravity of the moment into focus.

Credits

Director — Olivier Staub

Director of Photography — Olivier Staub

Executive Producer — Charles Gaudreau (Nova Film)

Producer — Samuel Petitclerc (Nova Film)

Creative Director — Nicolas Boisvert (LG2)

Art Director — Olivier Caron (LG2)

Copywriter — Eric Chavagnac (LG2)

Copywriter — Jean Bernard Bastien (LG2)

Editor — Jason Harbour

Color Grading Artist — Eric Denis (Studio Element)

Sound Design — François Belanger (Cult Nation)

Press

AdsOfTheWorld: https://www.adsoftheworld.com/campaigns/1-death-per-day

CreaPills: SAAQ LG2 Un mort par jour directed by Olivier Staub: https://creapills.com/saaq-lg2-un-mort-par-jour-20260527

LBB Online: Powerful SAAQ Campaign puts a human face on road fatalities: https://lbbonline.com/news/Powerful-SAAQ-Campaign-Puts-a-Human-Face-on-Road-Fatalities

The Stable: LG2 director Olivier Staub — One road death a day, one film a day: https://www.thestable.com.au/lg2-director-oliver-staub-one-road-death-a-day-one-film-a-day/

Grenier aux Nouvelles: SAAQ et LG2 humanisent le bilan routier: https://www.grenier.qc.ca/actualites/56045/un-mort-par-jour-la-saaq-et-lg2-humanisent-le-bilan-routier

Le Devoir: Un mort par jour — nouvelle campagne choc de la SAAQ: https://www.ledevoir.com/actualites/transports-urbanisme/982271/mort-jour-nouvelle-campagne-choc-saaq

Radio-Canada: Une nouvelle campagne publicitaire choc de la SAAQ: https://ici.radio-canada.ca/ohdio/premiere/emissions/premiere-heure/segments/rattrapage/2381506/une-nouvelle-campagne-publicitaire-choc-saaq

Noovo Info: Un mort par jour — la SAAQ lance sa nouvelle campagne choc: https://www.noovo.info/videos/2026/05/19/un-mort-par-jour-la-saaq-lance-sa-nouvelle-campagne-choc/

La Presse: Un mort par jour — nouvelle campagne choc de la SAAQ: https://www.lapresse.ca/actualites/2026-05-22/un-mort-par-jour/nouvelle-campagne-choc-de-la-saaq.php

Aurore Info: SAAQ relance une campagne choc qui résonne dans le nord du Québec: https://auroreinfo.com/article/un-mort-par-jour-la-saaq-relance-une-campagne-choc-qui-resonne-fortement-dans-le-nord-du-quebec

Communication Arts - Directed by Olivier Staub, this campaign by LG2 for the Société de l’assurance automobile du Québec features 28 spots, each aired once, that tell the story of victims of car deaths.: https://www.commarts.com/exhibit/societe-de-l-assurance-automobile-du-quebec-campaign