November 2008

Print advertisment created by BBDO, Canada for Milk, within the category: Other.

Natural source of comfort.

Advertising Agency: BBDO Montréal, Canada
Creative Director: Daniel Andréani
Creative Group Director: Cher Campbell
Art Director: Dominique Audet
Copywriter: Christopher Jones
Project Director: Lyne Clermont
Account Executive: Mélie-Jade Dagenais
Print Producer: Michèle Blanchette
Retoucher: François Brisson
Graphics Designers: Martin Filion, Michael Joseph

Comments (17)

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Highest Rated

Guest commenter's picture
Guest commenter

it's pretty obviuos...

Pedestrian's picture
Activity Score 492


Guest commenter's picture
Guest commenter

Awful idea.

izmild's picture
Activity Score 770

Who's the target?

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Guest commenter

f***! this crap is a natural source of discomfort!! Anybody seen the new campaign on shikoba...fantastic idea, great insight! You guys rock wherever u are! Cannes, watch out!

Kateter's picture
Activity Score 2029

waaaaay off and inconsistent.'s picture
Activity Score 1021

c'est capotant.
vive le quebec libre

J.J.'s picture

Libre, je ne sais pas mais créatif se serait déjà pas mal... Parce que le là. Vraiment là. J'vois pas de créativité.

Pour être libre, il faut être créatif pour imaginer un autre monde. Pour être libre, le Québec devra être créatif et visionnaire. C'est pas le cas actuellement.
Levesque était un créatif, il a apporté des projets et une volonté d'avenir. Un rêve.

La pub québécoise ne me fait plus rêver.

tantrik_indian's picture
Activity Score 953

depressing and dull

~~this paranoid survived!~~

Javier Ramírez's picture
Javier Ramírez
Activity Score 1243

Limpieza y blancura igual a confort? Esa es la analogía?
Muy pobre.
Buen arte de todos modos.

Chief Creative Director Nexus BBDO

Guest commenter's picture
Guest commenter

Si tu es déprimé, bois du lait. Belle promesse...

AdvMan's picture
Activity Score 299

What? İs it a riddle. Peh :S

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Guest commenter

Where in the hell did a miner in a mine get a glass of milk? from the fridge?

blacksmurf's picture
Activity Score 200

too many stupid comments...nice photo, clear concept.

easy to say "art director".

topawers's picture
Activity Score 139

In a post on one of the other executions I said that this is a "so what", uninspired and boring idea.
Besides that, I think the real problem here is that the strategy is showing.
This is an example of a planner coming to the conclusion that their research shows that milk is the comfort place (or drink) to some people and the creatives being as lazy as not to interpret that thought in an interesting way and literally executing it. We are not given a reason or an insight. We are not told why is milk a comfort place, or what are the implications, etc. It's surface thinking. There's not an interesting concept.

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Guest commenter

Good photography doesn't make a concept. This is like a 30s Leo Burnett ad.

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Guest commenter

it's pretty obviuos...