Arla Foods–a Denmark-based farm-to-fridge dairy cooperative owned by more than 12,500 dairy farmers whose core values are rooted in environmental responsibility, animal welfare, sustainability and doing things the right way–debuts its first-ever, fully integrated U.S. brand campaign today called “Live Unprocessed,” developed in partnership with agency Carmichael Lynch, Minneapolis.
The campaign asked kids what — or who — they thought rBST, xanthan and sorbic acid were, without letting them know that they were ingredients often found in competitors’ sliced and cream cheeses. The kids were partnered with animators who brought their fantastical stories and drawings to life in two 30-second spots, including this one titled “Xanthan.”
Animation/post house was Hornet, with MAKE handling live-action production. Yves Geleyn of Hornet served as animation director. Live action was helmed by MAKE’s Jay Heyman.
“It was an impressive leap of faith on Arla’s part to say, we don’t know what these kids will say, or what stories they’ll come up with, but let’s go for it,” said Carmichael Lynch chief creative officer Marty Senn. “The whole approach to the project, from everyone involved, felt genuinely unprocessed. Forget what a boardroom of marketing execs thinks about these ingredients. What do kids think? They won’t mince words.”
Credits
Client Arla Foods, Inc. Agency Carmichael Lynch, Minneapolis Marty Senn, chief creative officer; Brian Lambert, Tom Sebanc, creative directors; Ryan Falch, sr. writer; Doug Pederson, sr. art director; Joe Grundhoefer, head of production; Freddie Richards, executive content producer. Live-Action Production MAKE Jay Heyman, director; Dana Locatell, exec producer; Tim Mack, supervising producer; Holland Kemp, producer; Bill Winters, DP. Animation/Postproduction Hornet Yves Geleyn, director, designer; Glenn Hernandez, designer; Tony Maki, storyboards; John Mattiuzzi, lead compositor; Bea Walling, John Stanch, compositors; Joel Kretchman, line producer; Toby Howell, DP; Tim McDonald, art director; Pete List, Matt Christensen, animators; Hana Shimizu, exec producer; Sang-Jin Bae, head of production; Kristin Labriola, development producer; Desiree Stavracos, producer; Anita Chao, editor; Riley Spencer, production coordinator; Michael Yetter, gaffer; Richard Coppola, motion control operator; Chris Clarke, BB electric; Garrett Cantrell, key grip; Will Gottlieb, 2nd grip; Michael Defeo, sculptor; Pete Erickson, Hillary Barton, Illya Smelansky, Samantha Smith, Melissa Chow, Matt Christensen, Royal Jarmon, David Assel, fabricators; Patrick O’Keefe, matte painter; Shawn Knight, color correct; Matt Scharenbroich, art dept. intern.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
