8th Edition
January 8th, 2026, Montreal
The public has spoken! With a record-breaking 123,652 votes, the eighth edition of the Bye Bye de la pub contest confirms its status as a true cultural phenomenon. CBC & Radio-Canada Media Solutions today unveils the long-awaited podium: Les Producteurs de lait du Québec take top honours, followed by RONA in second place, with Metro rounding out the trio.
“We are witnessing a true resurgence of advertising as a form of cultural expression. These campaigns do more than sell products and services — they tell our stories, celebrate our values, and capture the very essence of what brings us together. The extraordinary enthusiasm surrounding this edition clearly demonstrates that audiences recognize and appreciate the exceptional creative quality delivered by our advertisers. Congratulations to the winners and to all the creative teams who rose to the challenge,” said Hisham Ghostine, General Manager and Chief Revenue Officer, CBC & Radio-Canada Media Solutions.
Each winning advertiser will benefit from significant media exposure across CBC and Radio-Canada platforms, highlighting their creativity and their impact with audiences across Canada.
What the Winners Had to Say:
“This first-place win is especially meaningful as we rang in the New Year alongside Jeannette, Québec's hottest grandma. A true gift that celebrates milk just as much as our beloved centenarian.”
- Julie Gélinas, Marketing Director, Les Producteurs de lait du Québec
Campaign Name: Grands-parents gâteaux
Advertiser: Les Producteurs de lait du Québec
Advertiser Marketing Team: Julie Gélinas, Sara Bujold, Alyssa Chapleau
Media Agency: Touché! (Antoine Nguyen, Simon Wautier, Louis Chevallier, Samuel Blais)
Creative Agency: LG2
Strategy: Philippe Goudreault
Client Services: Andréa Fortin, Emilie Masse, Karine Payette
Creative: Guillaume Bergeron, Mario Pesant, Philippe Leduc
Director: Jean-François Asselin (Cinélande)
Production: Sophie Gérard (Cinélande)
Post-production: Post430
Sound & Music: LaMajeure
“After getting it stuck in Québec's head all year long, here comes the karaoke version of RONA's popular ‘Mike' song — a musical way to close out the year and one last chance to sing it at home with family and friends.”
- David Lambert, Creative Director, RONA
Campaign Name: Le Mike-araoké
Advertiser: RONA
Advertiser Marketing Team: Catherine Laporte, Jacynthe Prince, Myriam Bernier, Véronique Legault
Media Agency: Cossette Media
Creative Agency: Sid Lee
Strategy: Jean-Claude M. Kikongi, Chloe Hutchison, Nicolas Dumitru
Client Services: Thalie Poulin, Valérie Roy, Gabrielle Crépeau-Hubert
Creative: David Lambert, Christian Jomphe, Simon Blaquière, David Allard
Director: Didier Charette (Cinélande – Sophie Gérard)
Production: Vanessa Gervais, Alexandra Michaud, Emma Rozenblum
Post-production: Philippe Tremblay-Perrin, Arketype
Sound & Music: Circonflex
“The New Year often invites us to reflect on our habits, and this year, one particularly unifying topic has found its way to the table: the return of formal address (‘vous') in schools. Through the adventures of our lovable in-store recruits, Metro humorously explores this linguistic transition set to take place in January. Whether through everyday customer interactions or more offbeat exchanges between colleagues, these vignettes show that while norms of politeness may evolve, our commitment to freshness, rigor, and exemplary customer service remains unchanged. As the main sponsor of Bye Bye 2025, we wanted to create a moment that puts people first. Because beyond the products on our shelves, it's really about you. That's our warm way of celebrating this major television event with all Quebecers.”
- Alain Tadros, Vice President and Chief Marketing Officer and Digital Strategy, Metro Inc.
Campaign Name: Le vouvoiement
Advertiser: Metro
Advertiser Marketing Team: Marie-Claude Bernard, Sophie Gélinas, Olivier Charbonneau, Catherine Gobeil, Ann-Sophie David-Boudrias
Media Agency: Glassroom
Creative Agency: Cossette
Strategy: Michel-Alex Lessard, Daphné Brunelle
Client Services: Laurence Campeau
Creative: Anne-Claude Chénier, Geneviève Duquette, Vicky Morin, Dominique Audet
Director: Marc-Olivier Valiquette
Production: Stéphanie Côté (Septième)
Post-production: Post430
Sound & Music: Cult
Select an option to advertise in the CBC/Radio-Canada ecosystem
