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Government of Quebec promotes healthy living

Bleublancrouge of Montreal has developed a new brand campaign for the Government of Quebec's healthy living plan. The campaign, called "Quebecers Love Life," consists of television and print advertising that encourages viewers to be active, eat well and exercise. The television commercial depicts various people lip-syncing to a modified version of the popular sone "Besoin pour vivre." The print element consists of three ads on three consecutive pages of a publication. "Claude Dubois's song is a great classic that calls out to an older generation, and so we have chosen the lip dub format to reach the younger generation as well," said Gaëtan Namouric, creative director at Bleublancrouge.

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