a2 Milk, a brand under Burnaby, BC based Agrifoods Cooperative, is introducing a campaign to show Canadians that not all milks are equal.
Created by agency partner Zulu Alpha Kilo, the star of the digital-first campaign is a dishonest catfish who contrasts the easier to digest benefit of a2 Milk against a humourous, relatable life moment that is anything but digestible. The objective was to disrupt purchasing habits and get people to consider a new brand of milk that helps them feel amazing.
In this video directed by Fatal Farm (Zachary Johnson) via Spy Films, we see a first date set in a coffee shop. The woman is on her phone looking at a dating app comparing her date, the catfish, to his fake dating profile. She realizes that she’s been “catfished,” pours some a2 Milk into her coffee and takes a sip to feel better, proving that a2 Milk is easier to digest than being catfished, by a real catfish. And just when it seems that our vignette has ended, another catfishing chapter begins.
The campaign has rolled out across social media platforms, digital video and display.
Credits
Client a2 Milk Agency Zulu Alpha Kilo Zak Mroueh, chief creative officer; Brian Murray, executive creative director; Stephanie Yung, head of design; Kevin Sato, creative director/art director/designer; Ryan Kukec, associate creative director/writer; Lucyed Hernandez, ian Schwey, Jason Hill, art directors; Laura Biggar, Gerald Kugler, David Ross, writers; Dejan Djuric, design director; Jackman Chiu, designer; Ola Stodulska, director of integrated production; Risa Sone, Laura Dubcovsky, Tim Lynch, producers. Production Spy Films Fatal Farm (Zachary Johnson), director; Marcus Trulli, exec producer; Adrian Cheung, line producer; Andre Pienaar, DP. Postproduction Zulubot Brian Noon, editor; Tom Evans, exec producer; Adam Palmer, head of production; Sarah Dayus, post producer. Noah Mroueh, sound design; Matt Greenwood, motion design; James Graham, studio director; Jeanette Downes, Jenny McCraken, Mila Lukezich, Ashleigh O’Brien, studio team. Color/Post/VFX The Vanity Andrew Exworth, colorist; Stehanie Pennington, Katie Oliver, exec producers; Dan Margules, online, VFX artist; Felipe Chaparro, online assistant. Audio Post/Music Oso Audio Harry Knazan, audio director/producer; Leo Hicks, engineer; Jane Heath, exec producer
With one in five Brits (22%) experiencing a fraud attempt every single week, telecommunications company O2 and VCCP London’s AI creative agency faith have launched what's billed as a first-of-its-kind campaign to fight back against scammers.
At the heart of the campaign is Daisy, a lifelike, state-of-the-art, Conversational AI character designed to speak with scammers and keep them on the phone for as long as possible so they have less time to try and scam real people.
The newest member of O2’s fraud prevention team, Daisy was created using a range of cutting-edge AI technology and is indistinguishable from a real person. Based on a real-life relative of a VCCP employee to ensure total believability, Daisy was built to play on scammers’ own stereotypical views that older people are easier targets for scams. While anyone can be a victim of a scam, criminal fraud gangs often target the elderly, so by leaning into scammers’ own biases, Daisy became the perfect scambaiter.
Phoney fraudsters--including many posing as some of the UK’s most trusted businesses--thought they’d got their hands on an easy target, but Daisy has been beating them at their own horrible game, answering scam calls and wasting scammers calls as part of an awareness campaign which exposes fraudsters tricks and tactics and offers top tips on how to avoid scammers.
Daisy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24/7, and over the course of many hours of scam calls she’s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details.
O2 and faith worked with leading U.K. scambaiter Jim... Read More
