Our "Filtered by Milk" campaign for Les Producteurs de lait du Québec aimed to promote milk to Generation Z. At the heart of this initiative lies the nostalgia of the 1990s-2000s, a period highly cherished by this generation, brought back to life through its trends and updated codes.

"Three-quarters of 16-24-year-olds consider advertising to be intrusive. Respecting the codes of a generation that sets its own advertising standards is the real challenge. We had to integrate into environments with a high concentration of our target audience to engage them without causing irritation. By opting for a strong influencer component and ensuring a presence at multiple touchpoints, we did everything possible to connect with their genuine interests and habits," explains Gabrielle Côté, Media Director at Touché!. "A key pillar of this media strategy is our partnership with Bell Media, which includes the broadcast of a special show on September 3, 2024, on Noovo, dedicated to reviving MusiquePlus, a true icon of the late 1990s."

To learn more about this innovative initiative, we spoke with Elisabeth Mac Neil, Multiplatform Strategist at Bell Media, who was involved in the project from conception to completion.

Hi Elisabeth! What did the Bell Media team think of the idea to bring MusiquePlus back for one night?

Elisabeth: From the very first discussions, the idea of reviving MusiquePlus really excited us. It was a creative, unique, and refreshing proposal that broke new ground. We were thrilled that Touché! thought of us for this project, especially at a time when 90s-2000s nostalgia is making a strong comeback in the industry. This partnership is truly stimulating and perfectly aligned with our brands.

What does MusiquePlus represent to you?

Elisabeth: For me and my team, MusiquePlus represents an iconic television era, marked by creative freedom and public engagement. It was an unfiltered channel where anything seemed possible, and it launched many artists who are still beloved by Quebecers today. This project goes beyond mere creativity; it's about reviving a channel that profoundly shaped the 90s-2000s. It's a very emotional project for the Bell Media team, leading us to share memories and anecdotes about our favorite shows among colleagues. Many media professionals had also worked closely with the channel when it was on air. This speaks to MusiquePlus's lasting impact in Quebec.

What does it involve to bring back a show that hasn’t aired in 20 years? 

Elisabeth: This project required close collaboration across all teams, including Remstar, the owner of the MusiquePlus brand. It was about respecting MusiquePlus's DNA while updating it. The main challenge was casting, as many popular artists were on tour or vacation, though they were all enthusiastic about the project! With tight deadlines—the decision was made in early April, and filming took place in August—everyone gave their best to ensure the project was completed on time.

Do you have any fun fact to share about the realization of this campaign?

Elisabeth: This project generated genuine excitement within the team, especially with an internal generational "clash." Those who grew up with MusiquePlus shared their memories, while younger team members discovered this culture. It was a project that brought people together, and even those who had never watched MusiquePlus had something to say about it.

How was the collaboration with Touché! LG2 and Zone3 on this project?

Elisabeth: The collaboration was excellent. Everyone involved was committed to the success of the project. The key was openness, transparency, and agility. This type of project strengthens the trust between teams and encourages the desire for similar collaborations in the future. Working on a project that generates so much enthusiasm, both professionally and personally, has been an incredibly rewarding experience for all of us.