2026 Winner

CASE SUMMARY

Culture and entertainment trivialize and normalize excessive driving speeds. However, in reality, speeding has fatal consequences – particularly in Quebec’s residential and school zones, where it remains the leading cause of car accidents. In the past year alone, collisions involving young drivers and excessive speed have increased by 20%. To address this issue, the Government of Quebec sought to raise awareness among the next generation of drivers about the importance of slowing down in residential and school zones using an innovative and non-moralizing approach.

Research indicates that video games significantly influence behaviour (Procedia Computer Science) and 32% of young Canadians aged 18-34 consume gaming content on Twitch (Media in Canada). Leveraging these insights, the Government of Quebec strategically infiltrated Twitch racing game streams to reach and engage young drivers where they’re the most active and most likely to develop indifference toward the dangers of speeding while driving.

Live on Twitch during back-to-school week, Quebec’s four most popular streamers played racing games while respecting speed limits in residential and school zones for two hours each.

Watched and commented on by thousands of young Quebecers, the best moments from the live broadcasts were shared on the streamers’ TikTok accounts. Then a video explaining the initiative was produced by the Government of Quebec and posted on its social media platforms (Facebook, Instagram, and TikTok) as well as on Reddit. Without any media investment, other streamers started slowing down in racing games to support the cause and help spread the message to as many young people as possible. Traditional media also took an interest in the campaign without any PR investment.

Finally, a Discord channel was created to share the recap video and the best live stream moments, but also to answer young Quebecers’ questions, maintain a connection with them and inform them about other road safety issues.

The initiative sparked conversations with the new generation of drivers about the importance of respecting speed limits in real life. With 97% expressing a positive perception, the campaign achieved an engagement rate of 22%, with 88% of viewers indicating their intention to adhere to speed limits.

Over 3,000 hours of content were watched by tens of thousands. Additionally, other streamers adopted the practice of driving at 30 km/h in racing games, transforming their streams into awareness campaigns without any media investment (100% earned). As a result, road-related victims decreased by 7% within just one month. But most importantly, young drivers now know that respecting the speed limit is just normal.

Credits

[Individual Credits - Agency - LG2]
CHIEF CREATIVE OFFICERS: Nicolas Baldovini, Luc du Sault, Josh Stein
VICE-PRESIDENT, EXECUTIVE CREATIVE DIRECTION: Nicolas Boisvert
CHIEF STRATEGY OFFICER : Sophie-Annick Vallée
CREATIVE DIRECTION: Luc Du Sault
COPYWRITING : Félix-Antoine Belleville
ART DIRECTION : Megan Plamondon
STRATEGIC PLANNING: Charlotte Arsenault
CLIENT SERVICES: Alexandra Laverdière, Noémie Steben-Roy, Laurence-Olivier Paquet
AGENCY PRODUCTION: Simon L. Dubé
MOTION DESIGN: Daniel Martinez-Mendoza
EDITING: Daniel Martinez-Mendoza

[Company Credits]
CREATIVE AGENCY: LG2
CLIENT: Government of Quebec
MEDIA AGENCY: Touché!

[Individual Credits - Media Agency - Touché!]
Amélie Simoneau, Antoine Morneau