6th Edition
January 11, 2024
CBC & Radio-Canada Media Solutions' Bye Bye de la pub advertising competition has once again seamlessly woven itself into the fabric of year-end celebrations in Quebec. New Year's Eve remains the biggest night in Quebec television - delivering not only stratospheric ratings, but also a unique opportunity for advertisers to take their creativity and originality to new heights in reaching audiences. In its 6th edition, the event garnered a record response from the audience, boasting an unprecedented turnout. This year, Les Producteurs de lait du Québec (PLQ) topped the ranking, closely followed by Quebec-based hardware store chain Patrick Morin, and grocery giant Metro.
The final data confirmed for the evening of December 31, 2023 shows that the Bye Bye 2023 was watched by an average of 4,569,000 people*. This is the 4th year in a row that Bye Bye has surpassed the 4,500,000 viewer mark, maintaining its position as one of the most watched programs of all time.
Hisham Ghostine, Managing Director and Chief Revenue Officer for CBC & Radio-Canada Media Solutions, is delighted with this year's results and the sustained popularity of the competition. "The evening of December 31, a must-see on Quebec television, provides an exceptional platform for advertisers to creatively distinguish themselves. Each ad becomes a memorable experience, highlighting the talent of the creatives behind these works, as evident in the caliber of this year's ads. Congratulations to the three winning advertisers and to all those who rose to the challenge so brilliantly."
A special acknowledgment goes to the entire Bye Bye team: producer Guillaume Lespérance, content producer Simon-Olivier Fecteau, and the artists and craftspeople who contributed to concluding the year on a festive note!
With a record 113,838 public votes for the 25 participating ads, the competition was tight, surpassing the 99,014 votes received for the 2022 edition and generating impressive results for the brands involved. Here's a glimpse of what the winning advertisers had to say:
"Quebec's 10,000 dairy producers wanted to close 2023 with families across the province on this iconic December 31st television event. Concluding our holiday campaign on a memorable note motivates our desire to offer renewed, candid and humorous creative concepts. This year we're combining mischievousness with a current event that can't be ignored, and celebrating the ingenuity of the solutions our clever kids use to enjoy their glass of milk."
- Julie Gélinas, marketing director, PLQ
Ad title: 3e lien
Client: Les Producteurs de lait du Québec
Marketing: Julie Gélinas, Sara Bujold and Alyssa Chapleau
Media agency: Touché! (Gabrielle Côté, Simon Wautier, Sotheary Chan, Guillaume Girard, Sarah Perreault)
Creative agency: Lg2
Strategy: Philippe Goudreault
Counselors: Andréa Fortin, Carl Milette, Émilie Masse
Creative team: Guillaume Bergeron, Mario Pesant, Philippe Leduc
Director: Jean-François Asselin
Production: Lg2 (Lina Piché), Cinélande (Sophie Gérard)
Post-production: Post430
Sound and music: Studio Lamajeure (Jacob Gauthier Robitaille)
"For Patrick Morin, the Bye Bye de la pub competition is an exceptional showcase that allows us to express our creativity and reach people's hearts. By taking part in this iconic December 31st event, we're grasping the opportunity to create an authentic connection with the public, radiating through messages that capture the festive spirit of New Year's Eve."
- Manon Archambault, Marketing Director, Patrick Morin
Ad title: Pub Bye Bye 2023
Client: Centres de rénovation Patrick Morin
Marketing: Manon Archambault, Stéphanie Allard and Arnaud Devillers
Agency: La Bande
Strategy: François Poulin
Strategy and media purchases: Pascale Boulanger
Counselors: Mélissa Dallaire
Creative team: Nicolas Sylvain and Stéphane Raymond
Director: Olivier Ménard
Production: Pas de fruit
Sound and music: Studio Lamajeure
"As a local brand, we consider it essential to promote Quebec industry in all its forms, whether by sponsoring a show that brings people together like Bye Bye, by continuing to support local media like Radio-Canada or by creating unique messages to mark New Year's Day."
- Alain Tadros, vice-président, marketing, METRO Inc.
Ad title: Changement de sujet
Client: Metro
Marketing: Metro
Media agency: Touché!
Creative agency: Cossette
Strategy: Myriam Minville Gallagher, Hugo Fournier, Michel-Alex Lessard
Counselors: Sophie Couvrette, Meggie Lavoie, Laurence Campeau, Marie-Claude Lachance
Creative team: Geneviève Duquette, Christine Girard, Edith Landry-Michaud, Anne-Claude Chénier
Director: François St-Amant
Production: SOMA (Geneviève Cabana-Proulx, Marc-Antoine Lambert)
Post-production: Rodéo
Sound and music: Cult Nation
*Source: Numeris (PPM), French Quebec, December 31st, 2023 Average Audience., A2+, confirmed data.
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