Rise Up
Centraide of Greater Montreal — Rethink
About this project
Rise Up is a campaign created by Centraide of Greater Montreal and Rethink, directed by Olivier Staub, launched in May 2022 on the eve of Centraide's 50th anniversary. The film depicts common situations of poverty and social exclusion in Greater Montreal — homelessness, isolation, bullying, racial profiling, psychological distress — and shows how Centraide's community workers literally lift people up out of their burden. Profound and cinematic, the film resists the easy pull of miserabilism and instead translates the concept of rising up as both a physical and emotional act of hope.
Director's Statement
Poverty and exclusion is a daily matter for many of us. It would have been easy to fall into miserabilism but instead I oriented the treatment towards hope and a literal translation of elevation. I wanted to correlate a seamless visual metaphor that elevated the concept in the most touching and sensitive proposal. Giving birth to ambitious visual storytelling fresques is always a challenge but it is the kind of film that keeps the spirit going.
Press Release
Centraide and Rethink Rise Up Against Poverty and Exclusion City, Province – Date, 2022: For their first collaboration, Centraide of Greater Montreal and Rethink are launching an awareness campaign on the eve of the organization’s 50th anniversary. The campaign, simply entitled “Rise Up,” shows common examples of poverty and social exclusion in Greater Montreal—a person experiencing homelessness, a senior living on her own, a victim of bullying, an immigrant family subjected to racial profiling, and a man in psychological distress. While they seem to bear the weight of their situation on their own, a figure representing Centraide and community workers literally and figuratively helps to lift them up out of poverty and exclusion. As they soar up into the air, they are no longer carrying the burden alone. “This notion of soaring is the perfect allegory to show how Centraide takes concrete action to support the 350 organizations that help vulnerable people in Greater Montreal,” states Julie Gagné, Vice-President of Marketing and Communications at Centraide of Greater Montreal. “We wanted to launch a campaign with an uplifting and caring message but a powerful one as well. Social issues such as those presented in the ad must be at the centre of our concerns and discussions.” The campaign includes 60-, 30-, and 15-second TV and web messages, in addition to complementary static poster and print materials, social content, and digital placements. “When dealing with poverty and exclusion, it’s easy to fall into the trap of miserabilism or caricature,” explains Maxime Sauté, Creative Director at Rethink. “By showing this notion of rising up in a literal manner, we are portraying a reality, but one rooted in hope.” Credits Client: Centraide of Greater Montreal – Claude Pinard, Julie Gagné, Gabrielle B-Gagnon, Léa Campinos Agency: Rethink Executive Creative Director: Nicolas Quintal Creative Director: Maxime Sauté Creative Team: Vicky Morin, Dominique Audet, Maxime Sauté, Xavier Blais Strategy: Suzy Truong Consulting: Mélanie Châteauneuf, Tim Jubinville Infographics: Cadu Rocha Proofreading: Marie-Hélène Lessard Electronic Production: Valérie Lapointe, Katia Dupuy Director and Photographer: Olivier Staub Production Company: Les Enfants – Stéphanie Beaudin Production Coordinator: Audrey Martin Director of Photography: Jonathan Decoste Casting: Denise Charest Artistic Director: Fannie Legrand Stylist: Joanick Giroux Editor: Paul Jutras Colourist: Benoît Côté Flame Artist and Visual Effects: Jean-Marc Laurin Photo Touch-Ups: Visual Box Music: “Ça va ça va” Songwriter: Philémon Cimon Singer: Lou-Adriane Cassidy, courtesy of Bravo Musique Musical Supervision and Copyright Release: Alexis Charpentier and Laetitia Lebedeff Sound Design and Mixing: François Bélanger, Cult Nation
Print / OOH
Print Ad - Youth - Superless
Print Ad - Youth - French
Print Ad - Youth - English
Print Ad - Immigration - Superless
Print Ad - Immigration - French
Print Ad - Immigration - English
Print Ad - Poverty - Superless
Print Ad - Poverty - French
Print Ad - Poverty - English
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Credits
Details
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Awards
Press
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Rise Up
Centraide of Greater Montreal — Rethink
2022
About this project
Rise Up is a campaign created by Centraide of Greater Montreal and Rethink, directed by Olivier Staub, launched in May 2022 on the eve of Centraide's 50th anniversary. The film depicts common situations of poverty and social exclusion in Greater Montreal — homelessness, isolation, bullying, racial profiling, psychological distress — and shows how Centraide's community workers literally lift people up out of their burden. Profound and cinematic, the film resists the easy pull of miserabilism and instead translates the concept of rising up as both a physical and emotional act of hope.
Director's Statement
Poverty and exclusion is a daily matter for many of us. It would have been easy to fall into miserabilism but instead I oriented the treatment towards hope and a literal translation of elevation. I wanted to correlate a seamless visual metaphor that elevated the concept in the most touching and sensitive proposal. Giving birth to ambitious visual storytelling fresques is always a challenge but it is the kind of film that keeps the spirit going.
Press Release
Centraide and Rethink Rise Up Against Poverty and Exclusion City, Province – Date, 2022: For their first collaboration, Centraide of Greater Montreal and Rethink are launching an awareness campaign on the eve of the organization’s 50th anniversary. The campaign, simply entitled “Rise Up,” shows common examples of poverty and social exclusion in Greater Montreal—a person experiencing homelessness, a senior living on her own, a victim of bullying, an immigrant family subjected to racial profiling, and a man in psychological distress. While they seem to bear the weight of their situation on their own, a figure representing Centraide and community workers literally and figuratively helps to lift them up out of poverty and exclusion. As they soar up into the air, they are no longer carrying the burden alone. “This notion of soaring is the perfect allegory to show how Centraide takes concrete action to support the 350 organizations that help vulnerable people in Greater Montreal,” states Julie Gagné, Vice-President of Marketing and Communications at Centraide of Greater Montreal. “We wanted to launch a campaign with an uplifting and caring message but a powerful one as well. Social issues such as those presented in the ad must be at the centre of our concerns and discussions.” The campaign includes 60-, 30-, and 15-second TV and web messages, in addition to complementary static poster and print materials, social content, and digital placements. “When dealing with poverty and exclusion, it’s easy to fall into the trap of miserabilism or caricature,” explains Maxime Sauté, Creative Director at Rethink. “By showing this notion of rising up in a literal manner, we are portraying a reality, but one rooted in hope.” Credits Client: Centraide of Greater Montreal – Claude Pinard, Julie Gagné, Gabrielle B-Gagnon, Léa Campinos Agency: Rethink Executive Creative Director: Nicolas Quintal Creative Director: Maxime Sauté Creative Team: Vicky Morin, Dominique Audet, Maxime Sauté, Xavier Blais Strategy: Suzy Truong Consulting: Mélanie Châteauneuf, Tim Jubinville Infographics: Cadu Rocha Proofreading: Marie-Hélène Lessard Electronic Production: Valérie Lapointe, Katia Dupuy Director and Photographer: Olivier Staub Production Company: Les Enfants – Stéphanie Beaudin Production Coordinator: Audrey Martin Director of Photography: Jonathan Decoste Casting: Denise Charest Artistic Director: Fannie Legrand Stylist: Joanick Giroux Editor: Paul Jutras Colourist: Benoît Côté Flame Artist and Visual Effects: Jean-Marc Laurin Photo Touch-Ups: Visual Box Music: “Ça va ça va” Songwriter: Philémon Cimon Singer: Lou-Adriane Cassidy, courtesy of Bravo Musique Musical Supervision and Copyright Release: Alexis Charpentier and Laetitia Lebedeff Sound Design and Mixing: François Bélanger, Cult Nation
Print / OOH
Print Ad - Youth - Superless
Print Ad - Youth - French
Print Ad - Youth - English
Print Ad - Immigration - Superless
Print Ad - Immigration - French
Print Ad - Immigration - English
Print Ad - Poverty - Superless
Print Ad - Poverty - French
Print Ad - Poverty - English
Credits
Director — Olivier Staub
Director of Photography — Jonathan Decoste
Executive Producer — Stephanie Beaudin (Les Enfants)
Production Coordinator — Audrey Martin (Les Enfants)
Casting — Denise Charest
Set Art Director — Fannie Legrand
Costume Designer — Joanick Giroux
Editor — Paul Jutras
Color Grading Artist — Benoît Côté
VFX & Compositing — Jean-Marc Laurin
Agency Producer — Valérie Lapointe (Rethink)
Creative Director — Maxime Sauté (Rethink)
Chief Creative Officer — Nicolas Quintal (Rethink)
Copywriter — Xavier Blais (Rethink)
Copywriter — Vicky Morin (Rethink)
Sound Design & Mix — François Bélanger (Cult Nation)
Deputy Managing Director — Claude Pinard (Centraide of Greater Montreal)
Client Representative — Julie Gagné (Centraide of Greater Montreal)
Client Representative — Gabrielle B-Gagnon (Centraide of Greater Montreal)
Client Representative — Léa Campinos (Centraide of Greater Montreal)
Original Composition — "Ça va ça va" — Philémon Cimon
Music & Recording — Lou-Adriane Cassidy (Bravo Musique)
Strategic Planner — Suzy Truong (Rethink)
Account Director — Mélanie Châteauneuf (Rethink)
Account Manager — Tim Jubinville (Rethink)
Awards
SIFA Awards — Winner (Charity, 2023)
IDEA Awards — Bronze (Film Direction, 2023)
IDEA Awards — Bronze (Photography, 2023)
IDEA Awards — Bronze (Editing, 2023)
Communication Arts Awards — Winner (Photography, 2023)
Press
Grenier aux nouvelles — Centraide et Rethink s'élèvent contre la pauvreté et l'exclusion: https://www.grenier.qc.ca/nouvelles/27583/centraide-et-rethink-selevent-contre-la-pauvrete-et-lexclusion
Ads of Brands — Olivier Staub depicts social exclusion and elevates Centraide's message of hope: https://adsofbrands.net/en/news/ad-of-the-day-olivier-staub-depicts-social-exclusion-and-elevates-centraide-s-message-of-hope/3137
The Stable — Rethink and Les Enfants: Centraide's visual metaphor gives hope: https://www.thestable.com.au/rethink-les-enfants-oliver-staub-centraides-visual-metaphor-gives-hope/
AdForum — Olivier Staub director profile: https://www.adforum.com/talent/54240-olivier-staub
Centraide Blog — Centraide helps thousands of people rise up: https://www.centraide-mtl.org/en/blog/centraide-of-greater-montreal-helps-thousands-of-people-rise-up/
shots — Centraide encourages us to Rise Up: https://www.shots.net/news/view/centraide-encourages-us-to-rise-up
Source Creative — Centraide Rise Up showreel: https://sourcecreative.com/showreel/view/627d240320936
CulturePub — Rise Up: http://www.culturepub.fr/videos/rise-up/
Ads of the World — Centraide Rise Up: https://www.adsoftheworld.com/campaigns/rise-up-7a579515-2718-46dc-bad0-6b2a90a26516
AdForum — Sans le poids de la pauvreté et de l'exclusion campaign page: https://www.adforum.com/creative-work/ad/player/34655293/sans-le-poids-de-la-pauvrete-et-de-lexclusion-cest-fou-comme-on-peut-selever/centraide-du-grand-montreal