Part of campaign
← One Death Per DayDay 06
1 Death Per Day_Day 06
SAAQ — LG2
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
Details
Press
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Day 06
1 Death Per Day_Day 06
SAAQ — LG2
2026
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 — 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