Le Pestacle: Rewriting Tradition

Client: Dairy Farmers of Quebec (Les producteurs de lait du Québec)

Milk consumption was disappearing from younger generations. The Dairy Farmers of Québec made a radical decision: instead of creating ads about milk, they would create culture itself.

Every December 31st, Quebec gathers for the Bye Bye—a collective ritual reaching 70% of the population. But it airs at 11 p.m., long after young families sleep. The insight was bold: what if children had their own year-end celebration, written by kids, performed by kids, broadcasted at 6:30 p.m.? Le Pestacle de fin d'année became authentic branded content—22 minutes of real children reviewing 2025 with genuine humor and emotional depth. On December 31st, 2025, the show launched simultaneously across five Bell Media channels plus CRAVE, a historic first for Quebec. The child cast became cultural ambassadors, appearing at Canadiens games, Film Awards, morning radio shows, and news segments. Media amplification—commercials, billboards, social campaigns, post-production integrations—reinforced one message: something genuinely special is happening. The results: 1.2 million viewers. Noovo's most-watched program ever (247% above forecast). Top 10 on CRAVE. 91% proud of dairy sector. 92% favorable impressions. 67% watched as families together. Most importantly: 74% want it renewed next year. The Dairy Farmers of Quebec launched Quebec's newest annual tradition.