Quebec's Dairy Farmers Campaign Showcases Passion and Heritage

Les Producteurs de lait du Québec (Quebec's Dairy Farmers) has unveiled a new ad campaign that shines a spotlight on the passion, heritage, and innovation of Quebec’s dairy farmers.

Directed by Vincent René-Lortie and produced by Denim, the cinematic film depicts a Quebec farm family, celebrating its commitment to sustainability, community, and generational knowledge. It portrays dairy farming as both deeply rooted in tradition and resolutely forward-looking.

“Opportunities to create projects like this in advertising are rare. We wanted to tell a story grounded in family - the awkward phases, the challenges, and the fleeting, beautiful moments that shape us as we grow. Bringing it to life was a true adventure, fuelled by so much heart and an incredible cast. Special mention to our lead, Jeanne, who shaved her head on camera for the film,” says Vincent René-Lortie.