L’Quebec Mining Association (AMQ, Association) again invites Quebecers to discover the mining industry through a series of reflections on current issues such as energy transition, access to science, exploration or automation. It is in the deepest mine in the Americas, more than 3 km underground, that the AMQ gave an appointment to Quebec personalities, but also to two employees of the LaRonde mining complex, Agnico Eagle Mines Ltd. The campaign is signed Lazuli Marketing et Insubordination.
Exploration is everywhere
This series of new capsules highlights two well-known personalities from Quebec: Farah AlibayNASA aerospace engineer and rover pilot Perseverance which landed on Mars in February 2021 and Pierre-Yves Lord, seasoned animator, curious and charismatic, with a keen sense of humor and also an explorer of the seabed. The two have agreed to go underground to deliver their thoughts on various themes that are close to their hearts and which are fundamentally linked to the present and future challenges of the mining industry.
Discover the world of mining
It is well known that minerals and metals are omnipresent in everyday living habits. This campaign invites the population to discover or rediscover the mining industry, to understand its necessity and to offer an overview of the efforts made by mining companies to reduce their environmental impacts. Through 15-second advertisements, the Association wishes to arouse the curiosity of the Quebec population to visit the campaign website and view the interviews.
“The first edition of In-Depth Thoughts reinforced our idea of presenting the mining industry differently to the general public. It is important for us to inform Quebecers about the best practices implemented in mining facilities. Through this campaign, we want everyone to take a step back from the industry and lead their own reflections. The mining industry in Quebec is one of the most innovative and responsible in the world, there is something to be proud of! Josee MethotPresident and CEO of theAMQ.
Click here to view all campaign visuals.
Credits:
Clients: Quebec Mining Association, Martin Bureau – Jade Stefanini
Production : Lazuli marketing
Consulting service: Marie-Hélène Dubeau
Producer: Ariane D. Rondeau
Director: Olivier Languedoc
DOP 1.: Mathieu Elie
DOP 2.: Michel Valiquette
Camera assistant: Joel Tremblay
Production assistant/camera: François Haché
Sound engineer: Stéphane Carreau
Videographer Making of: Cedric Conti
Offline Editor: Jean-Sebastien Hamel
Post production: Outpost
Sound Mix: Major
Researcher: Fadwa Lapierre
Web producer: Marie-Eve Bolduc
Programmation web: Christian Thibault
Media strategy: Marie-Hélène Dubeau – Lazuli marketing, Lucie Gauvin
Social Media: Kim Cayer-Roy
Original idea: Guillaume Blanchet and Simon Beaudry, Insubordination