Milk: Mine

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

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Pedestrian's picture
465 pencils


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Awful idea.

izmild's picture
770 pencils

Who's the target?

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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
2020 pencils

waaaaay off and inconsistent.'s picture
1021 pencils

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
953 pencils

depressing and dull

~~this paranoid survived!~~

Javier Ramírez's picture
Javier Ramírez
1245 pencils

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

AdvMan's picture
299 pencils

What? İs it a riddle. Peh :S

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

blacksmurf's picture
200 pencils

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

easy to say "art director".

topawers's picture
139 pencils

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

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it's pretty obviuos...

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