LG2 Proves That Milk Isn't Just for Kids
Within the Québec market, Les Producteurs de Lait du Québec’s (PLQ) annual holiday campaign is something that people eagerly await each year. Whether it’s the families who get to watch it on TV and see themselves in the content, or even the creatives, crews and talent who bring it to life, this point of public anticipation never fails to deliver on the high expectations it comes with.
In large part, this can be attributed to the strong efforts of creative agency LG2, which has been collaborating with PLQ for the past eight years. Always seeking to innovate on the task of promoting the brand’s flagship product, milk, this year’s edition did so in an incredibly clever way. Viewing its own relationship with the brand as hitting its pre-adolescent years, the agency decided to shift its focus off of young children – the traditional approach – and instead celebrate the power of growing up. Centring around a pre-teen and the passage to the grown-ups’ table, the work resonates emotionally with any parent who has seen their child grow up, emphasising that while some of the ‘cutesy’ factor might be gone, that doesn’t mean they’re loved any less.
However, to really bring things to the next level, LG2 didn’t just tell this story across one spot… but rather four – the last of which was revealed during the annual Bye Bye Awards, and won second place! While they’re all hilarious in their own right, regardless of whether you speak French or not, it’s the quadruple effort that truly seals this most recent edition as a humorous and heartfelt tribute to the end of childhood life.
To learn more about how this award-winning campaign came to life, LBB’s Jordan Won Neufeldt sat down with LG2’s partner and copywriter, Guillaume Bergeron, as well as account manager Andréa Fortin for a chat.
LBB> Creating a holiday-spanning campaign is no small task! What was the brief, and what immediate ideas came to mind?
Andréa> The brief from Les Producteurs de Lait du Québec (PLQ) was clear and simple: Make milk an integral part of the magic of the holiday season, and promote it in an important eating moment. Including adorable children was a matter of course, but the challenge was to innovate creatively.
LBB> This is the eighth year in a row you’ve worked with PLQ. As such, what made now the right time to feature a pre-teen, rather than the typical kid?
Guillaume> The funny thing is that we ourselves, with our campaigns, are entering the pre-adolescent phase, so it was a no-brainer.
But in truth, we think it was time because today, everyone knows and recognises the cute PLQ kids. And since our aim is to keep coming back with them, but to keep reinventing ourselves year after year, the ‘post-cute kid’ period quickly became an interesting angle.
LBB> Tell us more about the decision to illustrate this specific stage of adolescence. Why was it the right way to connect with parents?
Guillaume> Parents are real fans of the PLQ ads because they recognise themselves, but more importantly, they recognise their children. Then, as their offspring grow older, change and evolve, some might see themselves and their children a little less. But here, in dealing with pre-adolescence, we're talking to those who are going through it right now, those who have already been through it, and even those who will be going through it in the future. In short, it was just another way of reaching parents at another stage in their lives.
LBB> What some viewers might not have known about was that there would be a surprise finale which debuted during the Bye Bye Awards. What inspired this approach? And how did this factor into your creative process?
Guillaume> The ending spot is always a surprise during Bye Bye Awards. It is named ‘Choeur de Parents’ (parents’ choir – choir is choeur in French, and is pronounced the same way as coeur meaning heart, so there's also a pun here) and the parents are singing in a choir about how they are heartbroken to see their kids growing up.
The story illustrates with humour and emotion the upheavals associated with the transition from childhood to pre-adolescence, revealing the depth of family ties through symbolic choruses and heartfelt dialogue. PLQ underlines that despite appearances, family love remains constant.
LBB> Who directed the spots, and what made them perfect for the job?
Andréa> The campaign was directed by Jean-François Asselin, a local filmmaker with whom we've been fortunate to collaborate for several years. His exceptional ability to direct children and his keen understanding of our vision made him the perfect choice for this project. His creativity and sensitivity always add a valuable touch to our messages.
LBB> Of course, the performances from both the kids and the pre-teen are hilarious! What was casting and working with them like?
Guillaume> Casting was done in the usual way with specialised agencies, where we always look for the best young actors. It's a real pleasure because the kids love to take part in this campaign! Many of them are familiar faces who have appeared in our previous ads, and who return with enthusiasm. Fun fact: The pre-teen had taken part in our ‘Petites Jasettes’ (small talks) campaign in 2019, and dreamed of being part of a holiday PLQ ad. So he realised his dream twice, once as a child and once as a pre-teen.
LBB> And how did you work to really emphasise the idea of slightly losing cuteness, while also still keeping the spots’ overall tone light?
Andréa> It was important for us to talk about the fact that children lose their cuteness in a playful and caring way. Just because they're less ‘cutesy’ doesn't mean we love them any less. The use of the passage to the grown-ups’ table quickly stood out as a metaphor for this passage to pre-adolescence. And in this way, we could still show young children at the kids' table and also show that the pre-teen, through the mother's eyes, will always be a cute young child.
LBB> What was the filming process like? Do you have any anecdotes from on set?
Andréa> Filming took place over one day per spot, and this was undoubtedly the fun part where everything came to life. The young actors were accompanied by a coach on set to ensure optimal performances. The atmosphere was joyful – we tried out different lines to capture their spontaneity and naturalness. These were dynamic days with frenzy and excitement at every turn. Seeing ideas come to fruition with so much energy is always a magical moment!
LBB> Overall, what challenges have you faced during this project? How did you overcome them?
Guillaume> The greatest challenge of working with PLQ is always finding the perfect idea, and then outdoing ourselves the year after. The public's expectations of this iconic campaign are high, and we know that. This involves a lot of thinking, adjusting, and trying out different approaches until each message is exactly as it should be. The key to overcoming these challenges lies in creativity, adaptability and a healthy dose of passion for a job well done.
LBB> What lessons have you learned in the making of this campaign?
Andréa> I don't know if these are necessarily lessons, but I've learned that people are really happy to take part in these ‘famous’ PLQ campaigns – both for the on-set crew and the actors who audition and star in them. It's as if this campaign has become a television event that people want to take part in, which is quite an achievement for us.
LBB> Since launch, how have people reacted to this campaign?
Andréa> The campaign is generating a lot of engagement this year. With the first video posted on Facebook on November 24th, we've now racked up over 33,000 likes, 11,000 shares and 2,500 comments. And, in less than 24 hours, it had already reached 1 million views. The reaction is positive, the public is delighted and enthusiastic. I think we can safely say mission accomplished!
LBB> Finally, is there an element of the campaign you’re most proud of?
Andréa> The fact that our campaign creates an authentic connection with people, sparks conversations and even becomes a cultural reference is a huge source of pride. This public anticipation, built up over the years, is a great recognition and motivation to keep innovating. To succeed in exceeding these expectations by offering something relevant, memorable and emotionally engaging is a great achievement.
