Festibag – Turning Milk Bags into Festival Must-Haves

Promotional Collateral - Series

2025

LG2, Quebec/Montreal/Toronto
w: lg2.com

Executive Creative Director: François Sauvé, Marilou Aubin Creative Director: François Sauvé Copywriter: Philippe Brosseau Art Director: Alexis Clovis Prud’homme Strategic Planning: Francis Mantha, Philippe Goudreault Client Services: Carl Milette, Andréa Fortin, Raphaëlle Brousseau-Letellier, Émilie Masse, Anne Sophie Forget Project Manager, Production: Justine Trottier Production Supervisor: Mélanie Thérien, Geneviève Demers Mac Artist: Sylvie Tétreault, Frédéric St-Denis Agency Producer: Isabelle Thouin, Mélissa Brisson Chief Creative Officer: Nicolas Baldovini, Josh Stein, Luc Du Sault Chief Strategy Officer: Sophie-Annick Vallée Vice-President, Strategy: Stéfanie Forcier Vice-President, Account Services: Karine Payette Producer: Eliane Sauvé Director: Samuel Pasquier Photographer: Samuel Pasquier Director of Photography: Marc-Olivier Gilbert Retoucher: Béatrice Munn, Denis Riverin Media Director: Gabrielle Côté Media Supervisor: Simon Wautier Media Strategist: Louis Chevallier Artist: Gab Bois Marketing Director: Julie Gélinas SENIOR Advisor, Advertising: Sara Bujold Senior Advisor, Sponsorships: Audrey Boyle Marketing Agent: Alyssa Chapleau Ad Agency: LG2 Client: Les Producteurs de lait du Québec Production Company: Consulat Media Agency: Touché! PR Agency: TACT

To connect its brand to Gen Z, the Producteurs de lait du Québec and influential creator Gab Bois transformed its iconic milk pouches into the Festibag—a stylish, clear bag that meets festivals' new clear bags only rule. Launched via a single post (10.2K likes), the Festibag generated 3.5M impressions, and positioned milk producers as culturally relevant while solving a real Gen Z pain point.