2020 Winner

CASE SUMMARY

There’s a face athletes make during workouts that many would describe as ugly. In French, it translates to “laid,” which Lg2 leveraged for its remarkable resemblance to the sound of “lait” (French for “milk”). The “Laid pendant, lait après” (or “Ugly during, milk after”) campaign for Les Producteurs de lait du Québec was targeted at athletes who tend to carry their phones during training. It featured a video that, when watched vertically, showed a weight-lifter making his “ugly” weight-lifting face. When the user turned the phone to watch the video horizontally, the same athlete was seen recovering from the workout by drinking chocolate milk.

Credits

Client: Les Producteurs de lait du Québec – Julie Gélinas, Sara Bujold
Partner, Vice-President, Executive Creative Director: François Sauvé
Creative: Patrick Rochon, Luc Dupéré, Guillaume Bergeron, Marc Guilbaut, Christophe Dubé
Vice-President, Strategy: Sophie-Annick Vallée
Strategy: Philippe Goudreault
Vice-President, Account Services: Marie-Christine Cayer
Account Services: Carl Milette, Karine Payette
Agency Production: Lina Piché, Simon Dubé, Mélanie Bruneau
House Production: Gorditos / Alexandra Quesnel
Director/Photography : Raphaël Ouellet
Post-production : Mel’s / Patricia Fafard
Editing: Claude-Antoine Guibord, Hubert Hayaud
Music: Cult Nation
Sound Studio / Engineering: BLVD / Frédéric Laurier
Colourist: Steven Mercier
Project Management (Digital): Marie-Élisabeth Fouquet-Bouchard
Medias : Touché! – Martin Soubeyran, Maeva Tepea, Gabrielle Côté, Camille Lavoie, Maxime Mourot