SURSUR Élections QC
—2026
With the 2026 provincial election approaching, Élections Québec wanted to equip 18-to-24-year-olds against disinformation. The strategy developed by agency Cartier took the problem backwards: make people experience the phenomenon rather than explain it. That's how SURSUR was born — a fake all-natural gummy supplement made with reflexine, a fictional molecule said to boost critical thinking. The launch had everything a real product would, with a polished brand identity and boxes of real gummies sent to influencers followed by the target audience.Cartier entrusted us with building the fake brand's website. The mandate had to break the mould. It called for a one-pager that plays along as a genuine supplement site — credible enough to sustain the illusion — then bursts its own bubble halfway through. Past the reveal, the site shifts roles and lays out Élections Québec's six tips for telling fact from fiction.The site runs on a custom-built WordPress theme, animated end to end with GSAP. Behind the playful tone, the development meets the accessibility requirements of a government site.
