Astral Media Outdoor and Quebec milk producers warm up downtown Montreal MegaColumns.

Le Lait: source naturelle de réconfort! "Milk: a natural source of comfort" is the message that the Fédération des Producteurs de Lait du Québec (FPLQ), Nolin BBDO and Touché! PHD want to share with Quebecers during the cold winter months.

To promote its latest advertising campaign, Soirées Réconfortantes, Le Lait and Nolin BBDO have installed 8 giant sized knitted toques on top of strategically selected MegaColumns in downtown Montreal. The 3 different coloured toques, made of wool and stretched over an aluminum frame, are perfectly matched to the corresponding advertising face.

According to Marc Olaechea, Business Development Director for Quebec, "We worked in close collaboration with the City of Montreal to get approval for our special MegaColumn project, despite the city's normal restrictions. We are very happy to see this creative idea through to completion on a very prestigious product."




Toques are definitely a very trendy accessory for the MegaColumns during these frigid months!

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