Le Pestacle: When Collaboration Rewrites Tradition

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

Milk consumption was disappearing from younger generations. The Dairy Farmers of Québec faced a harsh reality: traditional advertising had failed them. This challenge demanded something unprecedented—creative and media agencies working as one truly integrated force.

Every December 31st, Quebec gathers for the Bye Bye, a ritual reaching 70% of the population. But it airs at 11 p.m., long after young families sleep. The cultural moment that unites the province excludes the very generation that needs it most. The solution: a 22-minute television special where real children reviewed 2025 with genuine humor and brutal honesty, and a fully integrated campaign where creative and media teams abandoned silos and built the strategy together from day one. The child cast became cultural ambassadors orchestrated across multiple touchpoints—a live Canadiens broadcast appearance, Quebec Film Awards stage presence, morning radio stops, news coverage. Creative and media worked simultaneously: when should they appear? Where would families encounter them? How does each touchpoint amplify the broadcast? The execution was coordinated across five Bell Media channels plus CRAVE—a historic first requiring seamless creative authenticity paired with strategic media timing. Every element, from billboards to social campaigns to post-production integrations, emerged from genuine collaboration.