Festibag – Turning Milk Bags into Festival Must-Haves

Promotional Collateral - Series

2025

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

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.

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