CNESST - Hanging By A Thread
Psychological health can hang by a thread.
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The campaign uses a striking visual metaphor to show how fragile mental health can feel at work, almost like it's "hanging by a thread." To bring this idea to life, we designed crochet characters that represent different workplace risks, like harassment and violence, aiming to spark open conversations and encourage proactive solutions. Working with Cossette and Rodeo Production, each element was handmade with a mix of 3D printing, crochet, and traditional stop motion techniques creating a unique visual that brings a sensitive touch to the message. Keep an eye out for this campaign across Quebec on TV, online, radio, billboards, and social media.
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Awards
- Idea Concours 2025: Grand Prix (Craft), Gold (Director), Silver x 2
- Marketing Awards 2025: Gold
- Applied Arts 2025 Winner Advertising
- HASFF 2025: People's Choice Award
- Croatian One-Minute Film Festival
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Festivals
- Annecy 2025
- OIAF 2025 (Ottawa International Animation Festival)
- Siggraph Digital Animation Festival2025
- MAF 2025 (Manchester Animation Festival)
- Les Sommets du cinéma d'animation 2025
- Animasyros 2025
- Future Film Festival 2025
Huge thanks to the dream team
Client: Commission des normes, de l’équité, de la santé et de la sécurité du travail (CNESST)
Agency: Cossette
Creative Direction: Richard Rochette-Villeneuve,
Copywriting: Zoé Forest Paradis, Andrew Morgan
Art Direction: Jasmin Brochu
Production House: Rodeo Production
Production: Guillaume Bilodeau, Martine Goyette
Direction: Pierre Dalpé, Dale Hayward
Stop Motion: See Creature
Production: Dale Hayward
Animation supervisor: Sylvie Trouvé
Animatic: Dave Thomas
Character design: Shannon Hayward, Dale Hayward, Simon Cottee
Sets & Prop Fabrication: Corinne Merrell, Nancy Belzile, Alizee Milliot
3d printing specialist: Christopher Carletti
Production Assistant: Shermine Sawalha
Armature Fabrication: Erik Goulet, Hamish Hambert, Jasmine Carpenter
Puppet Fabrication: Dale Hayward, Dominique Cote, Laura Venditti, Emily Belanger, Kamille Yergeau
Crochet Fabrication: Chason Yeboah, Fataba Kakulatombo, Nana Korkor, Jasmine Carpenter
Director of Photography: Sylvie Trouvé
Stop Motion Animation: Sylvie Trouvé, Laura Venditti, Dale Hayward
Post-production: Rodeo FX, See Creature
Original Music: Circonflex
Sound Studio, Sound Design and Audio Mixing: Rodeo FX