BC DAIRY FOUNDATION RELEASES MILK CAMPAIGN
By Adnews Staff
The BC Dairy Foundation had begun a new advertising campaign aimed at teens that uses the tagline "Don't take your body for granted. Drink milk." Television, print and washroom advertising began this week. The creative illustrates what life would be like without a body. The characters in the ads are made up of a head with feet. In the television commercial, called "Dog Walker," the animated character loses control of his dog, resulting in a bumpy ride. Similar scenarios are presented in the print and poster executions. In one print ad, called "Cat Lady," a character with red wooly hair has been knocked on her face by a cat that mistook her for a ball of yarn. In another ad, called "Escalator," a woman's hair gets caught in an escalator because she's so low to the ground. The washroom poster shows a male character who is too short to reach the urinal. Also, a Web site has been constructed at <http://www.drinkmilk.ca> where visitors can create and post their own characters. The BC Dairy Foundation used Palmer Jarvis DDB, its youth marketing division DDB Kid Think and its interactive division Tribal DDB to create the new campaign and Web site. The special effects for the television ad were created by Digital Domain of Los Angeles. The advertising will run until December 2004.