Year: 2017
Category: Poster - Series
Title: Solid stuff posters

A creatively daring advertiser, the Quebec dairy farmers’ association wanted to highlight milk’s nutritional power to reassert its goodness. In posters and print, the Solide liquide (“Solid stuff”) campaign featured a full glass of milk, imagined 22 different ways, placed squarely in the centre of a healthy diet. The striking campaign reached 95% of Quebecers; consumers’ appreciation of milk’s nutritional value increased by 12%; and over 50% testified to wanting to drink more milk.


lg2 Client: Les Producteurs de lait du Québec, Julie Gélinas, Sara Bujold VP Creation: Marc Fortin Creative Director: François Sauvé Copywriter: Guillaume Bergeron Art Director: Marc Guilbault, Patrick Rochon Planner: Anne-Marie Leclair, Jacinthe Guyot Account Director: Audrey Lefebvre Account Coordinator: Karine Payette Illustrator: Tiago Hoisel Production Company: lg2fabrique

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