You Deserve It

Video, Any Length - Series

2021

lg2, Montreal, QC
t: 514-281-8901
e: dvtmtl@lg2.com
w: lg2.com

Client: Les producteurs de lait du Québec VP, Creative: François Sauvé Creative Director: Frédéric Tremblay Copywriter: Luc Dupéré, Alexine Harvey, Jérémy Hervieux Art Director: Étienne Goulet Mockup Artist: Joannie Rosa Vice-President, Strategy: Sophie-Annick Vallée Strategist: Philippe Goudreault Vice-President, Account Services: Marie-Christine Cayer Account Services: Karine Payette, Carl Milette, Émilie Giguère, Andréa Fortin Agency Production: Lina Piché Director: François Lallier Production House: Nova Film Production House Producer: Dominik Beaulieu Director of Photography: Maxime Valsan Post-Production: Studio Element Editing Company: Studio Element Editor: Jason Arbour Sound Studio: BLVD-Mtl Engineer: Olivier Rivard Project Manager, Print & Digital Production: Marie-Elisabeth Fouquet Print Production: Louis Dorval Print Producer: Geneviève Demers Infographics: Frédéric St-Denis HTML Integration: Adrien Rioux-Richard Media Agency: Touché!

In the past years, milk had marketed itself as a recovery drink for athletes, but the results were in poor shape. It was time for a new game plan. The brand thus decided to broaden its target segment while continuing to promote the benefits of chocolate milk for active and not-so-active types. The new message communicates the idea that all efforts—even the smallest—deserve some chocolate milk.