Round 7 of 8: April

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alexandre bÉLAND & Alexis Caron-côtÉ,
creative directors, TAXI

Alexis Caron-Côté

Alexis is passionate about creative work – and he’s extremely curious and interested in everything about it. That new ad from that niche brand? He’s seen it. That up-and-coming stand-up’s new one-man show? He’s seen that too. Because of his talent and engaging personality, he's had the opportunity to write for TV and was even featured as a live commentator for the Olympic snowboard competition. Over the last 10 years, Alexis has gone from Bleublancrouge to Sid Lee and now onto to TAXI as creative director, creating campaigns that have left a lasting impression and won awards internationally as well as in Québec for brands such as IGA, Rona, Réno-Dépôt, and Loto-Québec.

Alexandre Béland

Alex is the perfect example of a self-made pro. He learns everything on his own and then masters it to perfection: photography, design, creating ad campaigns, home renovation, scuba diving, and even beer making. He’s a jack-of-all-trades, a sharp Swiss knife that applies his creative mind to all spheres of his life. Fortunately, he puts most of his energy into creative advertising. Over the last 10 years, Alex has gone from Bleublancrouge to Sid Lee and now onto to TAXI as creative director, creating campaigns that have left a lasting impression and won awards internationally as well as in Québec for brands such as IGA, Rona, Réno-Dépôt, and Loto-Québec.

BRIEF: Get people excited about the African Cup of Nations

Representing your country at an international tournament is one of sports’ biggest honours.

As kids we all dreamt of walking on the field wearing our country’s shirt at the World Cup, the Euros or…the African Cup of Nations.

But for many Africans playing in Europe, it isn’t always easy.

The tournament takes place in January, which means players must miss some matches with their club teams. That isn’t always met with a lot of cooperation from their managers.

There are many instances where club managers openly threatened players that playing in the African Cup would jeopardize their chances at the club level, illegally added a clause stipulating they don’t play in the AFC in their contracts, didn’t allow them to travel to the tournament with enough time to prepare or openly criticized the AFC.

The next AFC is scheduled to take place in the Ivory Coast in June-July, but that is likely to change as the temperature during those months won’t allow for good playing conditions, just like it changed for the 2022 edition.

Many African players and former players have spoken out about this, demanding the tournament is shown more respect. The surest way to change this, is to increase its viewership as well the hype and excitement about it. 

Your brief: make the 2023 AFC the most watched African tournament in history

Use any medium you want to draw attention to the AFC from the rest of the world. Your campaign could on behalf of the cup itself, one of its sponsors or a brand you think should sponsor it.  

Assume the tournament will be played during the regular season in Europe.

Responses to Brief 7 due April 30st, 2022 11:59pm (Los Angeles time)