Milk Natural Source of Comfort in Quebec

Le Lait, The Quebec Federation of Milk Producers, and BBDO Montreal have launched a new integrated campaign, moving on from the slogan, “A glass of milk is great, but two is better”, to “A Natural Source of Comfort”, just in time for the dark days and nights of winter. The campaign includes today’s site of the day, Le Monde du Lait.

Monde du Lait site

The Natural Source of Comfort campaign focuses on the brightness of milk, illuminating life, reviving the spirit and warming the heart. In print, television and online aspects of the campaign present white against a dark background, producing a comforting, soothing beacon in the night.

Le Monde du Lait, the online campaign, invites members of the Quebec public to explore environments plunged in the dark, identifying elements of white that can brighten the World of Milk. Users can earn points in each of the six environments, finding their way through to the next level and allocating them to charities listed on the site. At the end of December the charity with the most points will receive a donation of $5000.

A 60-second cinema advertisement presents a montage of scenes in which whiteness illuminates dark places. Two 30 second TV commercials, one in French and English, continue the theme.

Click on the image below to play the video.

Magazines and newspaper advertisements continue the play on shadow and light, presenting glasses of milk as symbols of purity and comfort.

Le Lait Girl print advertisement Le Lait Gothic print advertisement

Le Lait Miner print advertisement Le Lait Kid print advertisement

Le Lait have also arranged for large projections of white flying birds on the walls of ten buildings in Montreal.


The Natural Source of Comfort campaign was developed at BBDO Montréal, by creative director Daniel Andréani, creative group director Cher Campbell, art director Dominique Audet, copywriter Christopher Jones, project director Lyne Clermont, account executive Mélie-Jade Dagenais, print producer Michèle Blanchette, retoucher François Brisson, graphics designers Martin Filion, Michael Joseph, electronic producer Geneviève Clément, web art director Dimitri Urban, web designer Roman Lifshitz, web producer Adam Partington, photographer Alain Desjean.

Media was placed by Alexandre-Pascal and Charles-Étienne Morier at Touché PHD and Kathleen Gaumont, Michèle Simoneau at Marketel.

Web production was done at Graffiti.

Filming was shot by Yves-Christian Fournier at Jet Films with producer Michel Boily. Post-production was done at Technicolor.

Music was produced at Apollo Studios. Sound was mixed at Sonart.