The Strategic Milk Alliance, a joint venture representing dairy producer organizations across English-speaking Canada, is launching a communications campaign that aims to renew the strong connection Canadians have with milk and their favorite foods. In addition to building an emotional connection to milk, the new campaign also looks to trigger frequent consumption by reminding adults of milk’s timeless food pairings.
In the spot titled “Birthday,” we see the perfect pairing of milk and cake as we see a girl grow before our eyes. At different stages of her life she enjoys a piece of cake with milk to wash it down. A tagline slogan reads, "Milk Every Moment."
The directorial team Terry Timely (Ian Kibbey & Corey Creasy) turned out the full package of spots via Soft Citizen for agency DDB Canada, Vancouver. (Terri Timely is handled in the U.S. by Park Pictures.)
“Perfect pairings don’t change over time. Some foods are just too synonymous with milk to go without it,” said Dean Lee, executive creative director, DDB Canada Vancouver. “The creative reminds people that even though their life is always changing, one thing that never changes is how good milk tastes with their favorite foods.”
CreditsClient The Strategic Milk Alliance Agency DDB Canada, Vancouver Cosmo Campbell, chief creative officer; Dean Lee, executive creative director; Neil Shapiro, associate creative director/copywriter; John Larigakis, art director; Kim Billan, producer/project manager; Patty Jones, executive VP, co-managing director; Rob Newell, strategy; Derek Lau, social media strategy. Production Soft Citizen Terri Timely, directors; Donovan Sell, DP; Adam Quinn, Sam Jones, Mike Darby, cameramen; Merrie Wasson, line producer. Editorial School Jon Devries, editor; Sean Cochrane, online editor. Postproduction Alter Ego Audio GGRP Megan Griffiths, producer; Dave Gaudet, engineer. Casting Jigsaw Casting Performers Natalie Jantzi, Tayjah David, Robyn Alomar. VFX/Animation The Vanity
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