Campaign details
Brand: Quebec Milk ProducersBrand owner: Quebec Milk ProducersLead agency: Touché!Contributing agency: lg2Country: CanadaIndustries: Milk & dairy drinksMedia channels: Newspapers, Online display, Online video, Outdoor, out-of-home, Packaging & design, Point of purchase, in-store, Social mediaBudget: Up to 500k
Executive summary
With the rise of plant-based milk alternatives and growing environmental concerns amongst consumers, Quebec Milk Producers wanted to change Quebecers perception towards their greenest product: organic milk.
To do so, we put forward a massive, yet atypical, OOH campaign showcasing the life cycle of...