context
In 2026, Bac Impact became a major partner of Québec’s Fête nationale celebrations for the first time.
With proper sorting at the source playing a critical role in the effectiveness of Québec’s recycling collection system, Bac Impact aimed to help Quebecers better understand and adopt good recycling habits.
One of the main challenges was reaching younger audiences, who are often harder to engage through traditional channels, with a public awareness message that would capture their attention and encourage active participation.
The Fête nationale presented a unique opportunity to connect with audiences during a celebration that brings people together and is deeply rooted in Québec culture.
As part of this collaborative project involving multiple partners and areas of expertise, Franchir was tasked with developing a partnership with Claude Cobra of Bleu Jeans Bleu, coordinating a video production, leading a media relations campaign, and designing and executing an on-site activation at the Plains of Abraham.
Objectives
- Associate the brand with Québec pride, culture, and a sense of belonging.
- Position Bac Impact as Québec’s leading authority on proper recycling and sorting practices.
- Transform a public awareness message into engaging, simple, and memorable content, particularly for younger audiences.
- Generate meaningful interactions with festivalgoers during the Fête nationale celebrations on the Plains of Abraham.
- Amplify the campaign’s reach through media relations and a strong cultural collaboration with Claude Cobra of Bleu Jeans Bleu.
Franchir’s Expertise in Action
To maximize the campaign’s reach and impact, Franchir leveraged three complementary areas of expertise.
1. A Powerful Creative Concept
Franchir conceived and developed a collaboration with none other than Claude Cobra of Bleu Jeans Bleu, bringing Bac Impact’s message into a cultural space that would resonate with younger audiences.
This collaboration notably resulted in an original theme song about proper recycling and sorting practices, designed as a creative way to make key awareness messages more accessible, memorable, and shareable.
Adapted into various radio, video, and digital formats, with the support of our partners at Productions Acemedia, this creative concept quickly became one of the campaign’s main driving forces.
2. A Memorable On-Site Experience
During the Fête nationale celebrations on the Plains of Abraham, festivalgoers were invited to take part in a variety of interactive experiences, including a sorting game called “Le tri dans le mille.” Mobile engagement teams and a dedicated activation space also gave participants the opportunity to learn through play.
The goal was to go beyond traditional brand visibility by creating meaningful interactions with the public and helping people better understand the sorting habits that directly contribute to the effectiveness of Québec’s recycling collection system.
This on-site presence also provided an opportunity to connect with a broad audience, including younger festivalgoers who represented a particularly important target group for Bac Impact.
3. A Strategic Media Relations Campaign
In parallel, Franchir spearheaded media relations efforts surrounding the campaign and coordinated Claude Cobra’s media interviews, securing significant exposure across television, radio, and digital media.
results
Beyond the visibility generated, the campaign demonstrated that a message about proper recycling and sorting practices could resonate with younger audiences when integrated into a relevant cultural context and delivered through engaging formats.
The initiatives supported by Franchir generated:
- Nearly 4.5 million impressions.
- 24 media mentions.
- Over 3.3 million media impressions.
- Over 1.1 million impressions from digital content.
- 17% of Quebecers reached by at least one Bac Impact initiative during the Fête nationale celebrations.
- 37% of audiences reported an improved perception of Bac Impact thanks to its association with Bleu Jeans Bleu, a figure that rose to 54% among 18-to-24-year-olds.
- Exposure to approximately 70,000 people on the Plains of Abraham.
- Over 4,000 direct on-site interactions.
- More than 650 participations in educational sorting games during the event.
highlights
- A campaign that brought together creativity, experiential marketing, and media relations under one cohesive concept.
- A collaboration with Claude Cobra of Bleu Jeans Bleu that helped make the campaign’s message more memorable.
- An immersive activation that transformed an educational topic into a fun, interactive experience.
- Nationwide media coverage driven by a well-known spokesperson.
- A campaign executed in record time, generating substantial media coverage and visibility for Bac Impact.
credits
Client | Éco Entreprises Québec (Bac Impact)
Event Production, Original Concept & Media Relations | Franchir
Artist | Claude Cobra (Bleu Jeans Bleu)
Video Production | Productions Acemedia
