Federation Des Producteurs De Lait Du Quebec: MILK, NATURAL SOURCE OF COMFORT

Credits & Description:

Category: Illustration

Advertiser: FÉDÉRATION DES PRODUCTEURS DE LAIT DU QUÉBEC

Product/Service: MILK

Agency: NOLIN BBDO

Illustrator: Gérard Dubois

Creative Director: Stéphane Charier (Nolin BBDO)

Art Director: Mélanie Baillairgé (Nolin BBDO)

Art Director: Tony Hird (Nolin BBDO)

Director/Project Management: Lyne Clermont (Nolin BBDO)

Account Executive: Mélie-Jade Dagenais (Nolin BBDO)

Electronic Producer: Dominique Brassard (Nolin BBDO)

Print Producer: Sylvie Ouzilleau (Nolin BBDO)

Art Buyer: Josée Berniqué (Nolin BBDO)

Graphics: Nathalie Rousseau (Nolin BBDO)

Web Project Manager: Patrick McConnell (Nolin BBDO)

Web Art Director: Sylvain Marengère (Nolin BBDO)

Writer: Stéphanie Brillon (Nolin BBDO)

Media: (Touché! Phd)

Photography: Normand Robert

Manufacturing Of Giant Cartons: (Astral)

Manufacturing Of Giant Cartons: (Acmé Atelier De Décors)

Media placement: Billboards - 8 Billboards - 17 October,22 December 2011



Describe the brief from the client

From birth to adulthood, Milk is an omnipresent product in our lives. Under the signature Milk, natural source of comfort, the client asked that the campaign’s goal be a reminiscence of how Milk soothes and comforts us.



Describe the challenges and key objectives

Milk being a generic product on the market. It is somewhat of a challenge to make it stand out from its beverage counterparts. Our objective is for Milk to stay competitive in the beverage market.



Describe how you arrived at the final design

For the Fall 2011 campaign, we wanted art to pay service to comfort. That’s why we asked Gérard DuBois to put his individual spin on what comfort means to him, on a 8-foot high canvas in the shape of a giant milk carton. The artist had 1-week to complete his project.



The concept was then declined into numerous forms: from 3D milk-carton shaped billboards to wild posters to traditional billboards to murals.



Give some indication of how successful the outcome was in the market

This Milk initiative launched on October 17 2011. It gave us the opportunity to create and share something much larger than a simple billboard campaign, where art and advertising merged to offer a visually creative environment. Gérard’s illustration was awarded the gold medal at the Society of Illustrator’s 54th annual awards.