Imagine a former Montreal Canadiens player playing hockey with a broom, slippers, and even a wig. Crazy, right? Well, the Middle Agency made it happen!
Lexibar extends its collaboration with Steve Bégin, while adopting a bolder tone. The brand is thinking big for back-to-school. The goal? To create a memorable impact while raising public awareness about the challenges faced by people with learning disabilities.
Concept, story, filming, editing, broadcasting: at every step, our team ensured to honor Lexibar’s mission: empowering people with “dys” conditions. This movement aims to support them, raise community awareness about their reality, break their isolation, and highlight their intellectual richness, which contributes to the diversity of our society. Let’s go behind the scenes of this awareness campaign to see how this concept was imagined and then realized, until it appeared on your screens and advertising displays.
Creative thought: how the campaign idea took shape
As the ambassador for Lexibar and “J’aime mon Dys”, Steve Bégin is the emblematic face of the brand. A former professional hockey player from Quebec, he is recognized for his determination, commitment, and close connection with the public.
This year, we chose to place Steve back where he is in his element: on the ice rink. An obvious choice we wanted to fully exploit to strengthen authenticity and connection with the audience.
It was by reflecting on the key message of this campaign, “success also comes through the right tool,” that the idea came to us. What if Steve had to play hockey without his skates or his stick?
This somewhat absurd staging perfectly illustrates what students with learning difficulties experience: having to perform without the right tools in hand.
Lexibar was specifically designed to offer them this essential support, so they can reach their full potential.
Far from being a mere humorous nod, the addition of the wig was part of a deliberate approach: to provoke a specific reaction with each clip.
Confusion, laughter, discomfort: we deliberately blurred the codes to make the public experience part of the dissonance felt by those who learn without the right tools.
Location scouting and filming: From idea to reality
It all started with the presentation of the concept, defining the tone, sound atmosphere, and general direction of the campaign. This document served as a guide for the entire team.
Our graphic designer then brought the concept to life by drawing each scene, allowing us to visualize the progression and refine the narrative before moving to production.
A precise scouting of the rink facilitated logistical organization: scheduling management, equipment coordination, meetings, and prop preparation.
Our videographer took the lead as director, supported by an external specialized technical team. Together, they captured the essence of the project with precision.
Editing: From raw footage to finished product
Post-production was a work of precision that gave shape to our creative vision. Rigorous footage review made it possible to select the most relevant takes to guarantee narrative quality.
The editing then smoothly balanced moments of humor and more serious passages, highlighting learning challenges.
Color grading and colorimetry visually unified the whole, while sound design and original music brought an essential emotional dimension, amplifying the message’s reach.
Broadcasting: A strategy to maximize impact
The Middle Agency also managed the entire digital advertising campaign to ensure effective content distribution, consistent with Lexibar’s awareness objectives.
Our strategy was designed around three main pillars: first, awareness, aiming for maximum exposure to a qualified audience through targeting that was neither too broad nor too narrow. Next, engagement, relying on tailor-made content capable of eliciting reactions and generating real interest around the message. Finally, conversion, with concrete actions like downloading Lexibar or purchasing related products.
Budget optimization was naturally taken into account, but it is a global approach oriented towards performance and measurable results. Continuous data analysis allowed us to adjust targeting in real time and maximize return on investment at every stage.
Thanks to this strategy, the campaigns were both relevant and engaging for the target audience, performing 2.5 to 4 times better than the standard. The volume of impressions is high for the budget invested, and the quality of clicks is remarkable: more than 75% of clicks lead directly to the link, a sign that the audience is not merely curious but genuinely interested.
Middle takes it to the next level
With this bold advertising campaign, the Middle Agency demonstrates its ability to create content that leaves a mark while serving an important cause for the third consecutive year. We prove that it is possible to address serious topics with creativity and humor, without losing sight of the awareness objective.
This achievement confirms our expertise in high-end content creation, audiovisual production, and integrated digital campaign management. More than just an agency, we are strategic partners who transform communication challenges into creative opportunities.
Got a project in mind? Let’s discuss your vision and see how Middle can make it shine.
