Photographer Simon Duhamel and Creative Director Jean-Daniel Petit had long sought to work on a creative project together. 

 The project was born from a desire to cooperate in creating a series of advertising images without specific constraints or compromises. Jean-Daniel had reflected on a series of keywords as the basic ideas to be bounced around. "Popsicle Funky" definitely showed the most creative potential. We met at the local tavern and developed whole the concept of the shoot in one evening! -Simon

The popsicle is easily associated with childhood memories. We aimed at triggering a reflection by contrasting sweet youth happiness and harsh environmental realities, and juxtaposing all the children's reactions. The project was taken on as if it were as a true advertising campaign. A full team of craftsmen worked for the simple desire to create strong images of sense. 

It is easy to imagine this series of images endorsed by major agencies against climate change.

Original idea: Jean-Daniel Petit

Concept: Daniel Petit Jean and Simon Duhamel

Production: Eliane Sauvé - Consulat

Art Direction: Jean-Daniel Petit

Photography: Simon Duhamel

Styling: Chanelle Riopel, 

VERY MUCH

Makeup: Evangelia Pavlakos

Children retouching: Penelope St-Cyr Robitaille

Retouching, CGI and popsicle Integration: Studio Element