Make Them Feel Whole

Art Direction for Static Ads

2024

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

For the 2023 holiday season, Fromages d'ici wanted to show Quebecers the perfect way to bring joy to their loved ones: with local cheese. In OOH, print, and POP, we depicted characters in profile with mouths wide open, filled with cheese wedges of various textures. Our tagline "Make them feel whole" referenced both pleasing loved ones and filling the void of open mouths. All executions highlighted the different families of Fromages d'ici cheeses, evoking an artisanal feel.

Ad Agency: LG2
Client: Producteurs de lait du Québec
Media Agency: Touché!
Chief Creative Officer: Luc Du Sault, Marc Fortin, Josh Stein
Creative Director: Luc Du Sault
Copywriter: Nicolas Boisvert, Luc Du Sault
Art Director: Vincent Bernard
Strategic Planning: Gabrielle Jacques
Account Services: Isabelle Miville, Catherine Gagnon, Camille Sauvé
Project Management, Production: Julie Pichette
Agency Producer: Vincent Boivent
Graphic Production: Marc Rivest, Isabelle Bélanger, Brühmüller Studio, Visual Box, Olivia Lapierre-Fortin
Photographer: Benoît Brühmüller
Illustrator: Charles-Étienne Brochu, Vincent Bernard