2026 Winner

Les Producteurs de lait du Québec launched “Nouvelle Génération” to highlight the human and generational story behind Quebec’s dairy industry. Anchored by a three-minute film, the campaign draws from the lived reality of a family farm to show how knowledge, responsibility and innovation are passed down across generations. Central to its impact is the reimagined use of “Fille de personne” by Hubert Lenoir as a narrative device. The track was reworked through re-orchestration, restructuring and precise syncing to picture, with added pauses, distortions and shifts that mirror the emotional arc of the film. Deployed across TV, cinema, digital and OOH, the campaign positions Quebec’s dairy producers as both deeply rooted and forward-looking, with music playing a central role in shaping its emotional and cultural resonance.

Credits

[Company Credits]
CREATIVE AGENCY: LG2
CLIENT: Les Producteurs de lait du Québec (Dairy farmers of Québec)
PRODUCTION COMPANY: DENIM
POST-PRODUCTION COMPANY: Arketype
SOUND STUDIO: Circonflex
MEDIA AGENCY: Touché!
PUBLIC RELATIONS AGENCY: TACT

[Individual Credits - Agency - LG2]
EXECUTIVE CREATIVE DIRECTION: Marie-Ève Best
CREATIVE DIRECTION: François Sauvé
COPYWRITING: Olivier Giguère
ART DIRECTION: Colin Beaudin
STRATEGIC PLANNING: Philippe Goudreault, Francis Mantha
CLIENT SERVICES: Andréa Fortin, Emilie Masse, Eliane Coutu
AGENCY PRODUCTION: Stéphanie Gagné
CHIEF CREATIVE OFFICERS: Nicolas Baldovini, Josh Stein, Luc Du Sault
CHIEF STRATEGY OFFICER: Sophie-Annick Vallée
VICE-PRESIDENT, STRATEGY: Stéfanie Forcier
VICE-PRESIDENT, ACCOUNT SERVICES: Karine Payette

[Individual Credits - Production Company - DENIM]
PRODUCER: Mathieu Leduc
DIRECTOR: Vincent René Lortie
DOP: Alexandre Nour

[Individual Credits - Post-production Company - Arketype]
PRODUCER: Mathieu Taggart, Khadija Ellouze
EDITING: Xavier Lévesque
COLORIZATION: Simon Boisx
SPECIAL EFFECTS:

[Individual Credits - Sound Studio - Circonflex]
ENGINEERING: Jonathan Doyon, Mathilde Langlois-Bettez
RE-RECORD : Olivier Girard, Paul-Étienne Côté
MUSIC: Fille de personne - Hubert Lenoir

[Individual Credits - Media Agency - Touché!]
Antoine Nguyen, Vice President of Strategy
Simon Wautier, Associate Director
Louis Chevallier, Account Supervisor
Samuel Blais, Assistant Strategist

[Individual Credits - PR Agency - TACT]
Samuel Tremblay, Senior Director
Vincent Fournier Gosselin, Director
Andrée-Ann Déry, Senior Advisor
Anne-Sophie Trihey, Advisor

[Individual Credits - Client - Les Producteurs de lait du Québec]
Julie Gélinas, Marketing Director
Sara Bujold, Senior Advertising Consultant
Alyssa Chapleau, Marketing Agent