Le Groupe Maurice crowned winner in La Presse’s Tactil contest

|Awards and distinctions

Le Groupe Maurice took home the Grand Prize in La Presse’s TACTIL advertising contest, presented during the Idea Awards, in the category of creative advertising.


On June 9, the winners of La Presse’s TACTIL contest for 2022 were announced at the Idéa Awards gala, which brought together advertising professionals from across Quebec. Le Groupe Maurice won the Grand Prize in the category of creative advertising for its full-screen visual starring Hélène Bourgeois Leclerc for the L’Aîné de demain (“Tomorrow’s Senior”) campaign, published in LaPresse+ on January 1, 2021.

The jury, composed of diverse professionals from Quebec’s advertising scene, awarded this distinction to Le Groupe Maurice for the ad’s innovative concept creation that fully utilizes the media, its original storytelling and its ability to generate engagement.

In the interactive visual, a well-known personality can be made to look older or younger using a “slider” feature. The jury praised the ad’s interactive format that associates a positive feeling with ageing, reinforcing the initiative’s central message—”I am tomorrow’s senior”—and spreading awareness of the issues surrounding ageing in Quebec society.


Senior of tomorrow

Starring several well-known personalities like Gregory Charles, Julie Le Breton and Matthieu Proulx, the L’Aîné de demain (“Tomorrow’s Senior”) campaign helped inform and educate the public about ageism and ageing myths. Judging by the large numbers who participated in the various quizzes, the comments left on social media and the campaign’s excellent performance, this mission resonated strongly with Quebecers. The campaign also had a philanthropic mission that contributed to a paradigm shift and led to greater public involvement: for each completed quiz, the Luc Maurice Foundation donated to various organizations that support seniors. In total, nearly $50,000 was donated to causes that will help Quebec’s seniors age better.

Bravo to Le Groupe Maurice’s entire marketing team for this well-earned distinction!