2022
And the winners are...
January 11, 2023, Montreal
For the second straight year, Mondou, the Quebec-based pet company, created the winning campaign, followed by Producteurs de lait du Québec and Metro Inc.
A record 99,014 members of the public voted for their favourite commercial among the 24 participating entries!
“I never could have imagined a competition being able to bring together so many of our advertising partners,” said Donald Lizotte, General Manager and Chief Revenue Officer, CBC & Radio-Canada Media Solutions. “The whole industry benefits from the phenomenal buzz surrounding the event, not to mention the outstanding showcase it provides for creative excellence. Congratulations to the entire Bye bye team — producer Guillaume L’Espérance, content producer Simon Olivier-Fecteau, and all the performers and creatives who treated viewers to an electrifying year-end celebration.”
1st place
“It’s a real honour to be picked as the people’s number one choice. Our spot was designed to be an audience-pleaser, so this recognition shows we took the right path. For a family-run Quebec business like ours, it’s incredible to have this opportunity to connect and ring in the new year with local consumers in such a festive and iconic setting.”
- Marie-Pier Léonard, marketing director
Ad title: Relaxez-vous
Client: Mondou
Marketing: Vanessa Fracheboud, Marie-Pier Léonard, Vicky Duguay, Jean-Philippe Therrien, Marc Mc Innis
Agency: LG2
Creatives: Geneviève Langlois, Étienne Théberge, Pascal Lefebvre
Counselors: Julie Bergeron, Sarah-Maude Raymond
Production: Stéphanie Gagné
Director: François St-Amant
Production: Soma - Marc-Antoine Lambert, Zoé Ségui
Audio and music: Circonflex
Media: Jungle Media
2nd place
“Every year, Producteurs de lait du Québec is thrilled to close out the year along with three million people gathered in front of their TV sets. The challenge of reinventing ourselves creatively after five entries in the Bye bye de la pub competition provided the opportunity to adopt a completely different, more emotional tone that appealed directly to Quebecers’ hearts, allowing us to wow them once again. Hats off to all the participating advertisers who help make this homegrown cultural phenomenon special.”
- Julie Gélinas, marketing director
Ad title: Opération Nez blanc
Client: Producteurs de lait du Québec
Marketing: Julie Gélinas, Sara Bujold et Alyssa Chapleau
Agency: LG2
Creatives: François Sauvé, Guillaume Bergeron, Mario Pesant, Philippe Leduc
Strategy: Philippe Goudreault
Counsellors: Émilie Masse, Carl Millette, Andréa Fortin
Agency production: Lina Piché
Director: Jean-François Asselin
Production: Cinélande, Sophie Gérard
Post-production: Post430
Audio and music: Circonflex
Media: Touché! Gabrielle Côté, Guillaume Girard, Simon Wautier, Antony de Varennes, Caroline-Lu Hayot
3rd place
“Who better than Jean Perron and his zany sayings to continue the holiday campaign by celebrating the food expressions that are part of the Quebec lexicon and local folklore! Our characters also coined a few new expressions to show the central role food plays in our lives. This playful spot reminded everyone that at the end of the day, we live to eat.”
- Alain Tadros, vice-president of marketing
Ad title: Metro mord dans la nouvelle année avec Jean Perron
Client: Metro Inc.
Marketing: Alain Tadros, Marie-Claude Bernard, Julie Massicotte, Sophie Gélinas
Agency: Cossette
Creatives: Anne-Claude Chénier, Geneviève Duquette, Christine Girard, Edith Landry-Michaud
Director: Jean-François Asselin
Production: Cinélande
Post-Production: Septième
Media: Touché
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