New campaign: the mining industry proposes some in-depth thinking about the future

Québec City, February 22, 2022 – Imagine going down into the depths of the Earth, 3.2 km below the surface, in Preissac, the deepest mine in the Americas. This is what three public figures agreed to do when invited by the Québec Mining Association (QMA) to launch its new advertising campaign. The three experts, explorer and doctor of neuropsychology Guillaume Dulude, ocean rower Mylène Paquette and energy transition specialist Normand Mousseau, reveal their deepest thoughts concerning the future of our planet.

This unique, daring campaign, In-Depth Thinking, provides an opportunity to take a step back and think about the world we live in and its challenges. Like Québec’s mining companies, which must continually reinvent themselves to retain their world-leading position, the three public figures address issues such as human behaviour, our relationship with the Earth, and the energy transition. Each makes personal, heartfelt comments that echo the concerns of the mining industry.

On the airwaves and online

A 75-second TV advertisement acts as an invitation to visit a website specially designed for the campaign It presents the interviews conducted in the depths of Agnico Eagle’s LaRonde mine in a minimalist setting: an empty mine gallery with a single chair placed at its centre, where the experts are placed between light and darkness.

« This is a daring campaign for the mining industry, which up to now has used humour to demonstrate the connection between mining and our everyday lives. Through this new advertising approach, we hope to show that Québec’s mining sector is constantly looking for ways to reinvent itself and develop best practices to achieve more.
We are proud to operate some of the world’s greenest mines, a result achieved through an ongoing review process. We hope that these comments recorded underground will provide inspiration for Quebecers and help prepare a brighter future. »

– Josée Méthot, President and CEO, Québec Mining Association

About the Québec Mining Association

The Québec Mining Association (QMA) was founded in 1936 and speaks proactively for mining companies involved in exploration, extraction and processing, mining contractors and junior mining companies, along with suppliers, institutions, non-profit organizations and other mining sector partners. It is proud of the 48,006 jobs and total expenditure of $9.9 billion generated by Québec’s mining industry in 2018, based on the most recent data. The QMA’s mission is to promote, support and proactively develop a responsible, committed and innovative mining industry in Québec.


Client: Québec Mining Association – Mathieu St-Amant and Anne-Marie Painchaud

Production: Lazuli Marketing

Concept and implementation: Guillaume Blanchet, Simon Beaudry, Insubordination

Artistic direction: Simon Beaudry, Insubordination

Text: Guillaume Blanchet

Research: Catherine Martellini, Insubordination

Advisory services: Marie-Hélène Dubeau

Production management: Jean-Pierre Marcotte, Marie-Ève Bolduc 

Support for production and research: Maude Lapointe

Photography: Yan Clément

Editing:  Jean-Vital Joliat, Dario de Bettin

Sound environment:  Studio Expression

Web production: Christian Thibault

Media: Lazuli Marketing