BC Dairy Foundation begins three-year milk campaign
The BC Dairy Foundation has begun a new three-year marketing initiative. The campaign, which is aimed at teens and young adults, focuses on the consequences of not drinking enough milk. The overall aim of the program is to make milk more socially relevant to teens. The campaign, developed by DDB Canada of Vancouver, consists of 14 animated executions, including six 30-second television commercials and eight online videos. The creative will be released at intervals over the next three years. The ads will run on television and in theatres, as well as online at <http://www.youtube.com/milkvids> and <http://www.mustdrinkmoremilk.com>. Viewers can also submit their own online videos to compete for prizes. Tribal DDB Canada handled the interactive work, while OMD Vancouver took care of the media buy. "Each ad tells a story of a particular moment in the lives of some quirky characters and how milk could have changed it all," said Dean Lee, creative director at DDB Vancouver. "Using humour, pathos and visual bizarreness, the delivery of the tagline 'Must drink more milk' is the whole point of each of these twisted stories and delivers a surprise pay-off moment. We didn't want to show anything that you'd expect from milk advertising, yet the message is clear. If you want to be healthier, stronger, faster, you need to drink more milk."