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Quebec funeral directors begin campaign

The Corporation des thanatologues du Québec, a professional association of funeral directors, has begun its first advertising campaign. The television and newspaper campaign, developed by LXB Communication Marketing, focuses on the role of a funeral director in the process of mourning. "Mourning is such a personal thing, so intimate and so unknown that we have difficulty talking about it," said Pier Lalonde, senior creative director at LXB. "For us, our biggest creative challenge was to illustrate this so that everyone would feel concerned. By using simple gestures such as smelling the deceased person's clothes or losing your appetite, we illustrated the despair of mourning and at the same time the importance of living it. The creative team succeeded in developing a message which deals directly with the subject without ranting."

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