The campaign’s main objective was to showcase milk’s nutritional benefits as a key element of the target’s daily life. The multiplicity of the executions allowed us to illustrate a variety of situations to reflect the different targets. The campaign was deployed over a 4-week period throughout the province of Quebec.

We used the familiar icon, which had been featured in campaigns from the previous 2 years, to illustrate how milk – a complete “solid” food containing 16 essential ingredients – can help individuals in their daily lives. Through multiple executions, we featured a variety of situations in order to reach our different target groups. The campaign’s primary audience was Quebecers aged 25-34.

The main element is the icon of a glass of milk, which represents the nutritious liquid in a graphically solid form. Integrated into photos, the icon becomes the secret hero that enables the actions depicted. The realistic photographic approach and saturated colours highlight the shape of the glass of milk as well as the pure white associated with the product.

The OOH campaign was appreciated by 95% of the people who saw it, with nearly 90% of them stating that it made them aware of milk’s nutritional value.