“Got Milk?” No, not just a milk mustache–do you have a milk body? The International Dairy Foods Association and its agency, Chicago-based Draft FCB, hope that hordes of young people will be saying yes to that question following the launch of their new campaign, Body by Milk. As part of IDFA’s Milk Processor Education Program, the Body by Milk initiative, of which a large component is www.bodybymilk.com, is the biggest thing the milk industry has ever done directed specifically at teens to encourage them to have a healthier lifestyle.
“What we set out to do, through some realistic, authentic aspiration, was to get the idea out that, ‘Look, you guys are drinking six sodas a day. You want to take care of yourself a little bit because your ‘self’ is important. So maybe you should take out some of the sodas and replace them with the nutrients in milk you already know you need to look better, to act better, to have a better body, to have a better spirit,’ said Lor Gold, chief creative officer, Draft FCB.
“We’re not telling them to stop drinking soda but to include this as part of their life. And if you do that in a credible and creative enough way and in an environment they truly believe and understand, then you have a shot at them making milk a part of their life.”
He said Body by Milk is an evolution of the National Milk Mustache “got milk?” campaign and tagline but with a more empowering message.
“Body by Milk is about them being in control, which we all know at that age youth wants to be. It’s one thing to say they are in control, but it’s another to put them in control,” Gold said. “Well, the Web is their control system. It’s a two-way conversation. It allows for what we know kids want, which is to discover, not to have it literally shoved down their throat. They get to discover the benefits of milk and why it works.”
Kids can wander the site, resembling a cityscape, and explore and encounter milk messaging in an organic way. For instance, in the Park they will stumble upon milk facts and then take a quiz to earn milk points. The milk points can be used to bid on items in the Milk Shop, an online auction, one of the focal points of the site that also allows milk to be associated with brands that kids care about.
Teens can also use UPCs and expiration dates from milk containers to bid on goods (one bar code or expiration date equals five milk points) ranging from clothing and accessories to musical instruments and cell phones from popular brands. Body by Milk posters in 45,000 middle and high schools tout the auction.
Colin Kennedy, VP account director, Draft FCB, said that they researched brands that kids are willing to spend their own money on in the top 10 product categories. “Of course there’s an emphasis on brands that also relate to an active lifestyle,” Kennedy said.
Kids can showcase their active lifestyles by submitting a video of themselves showing how choosing milk over a sugary soft drink helps them get their Body by Milk in the Underground Cafe. For inspiration they can visit the Club and check out behind the scenes footage of David Beckham’s Milk Mustache Body by Milk print ad (Lowe New York handled the print portion of the campaign) that features the tagline “Goal By Beckham, Body by Milk.” Milk consumers can even star in their own ad and create their own tagline.
“I think what we are excited about the most with Body by Milk is that it is evolving from a wonderful tagline branding idea to something that really is a part of their lives,” said Gold.
“In the digital world the movement is towards making the brand and the consumer so close together that they actually become the same thing. The closer you can get to pushing the brand as close to the consumer as possible, the more it becomes a part of their lives. And the Internet really pushes it about as close as we have ever gotten.”
Director Dag Johan Haugerud’s “Dreams (Sex Love)” Wins Top Prize At The Berlin Film Festival
A Norwegian film about love, desire and self-discovery won top honors at the 75th Berlin International Film Festival on Saturday.
A jury headed by American director Todd Haynes awarded the Golden Bear trophy to "Dreams (Sex Love)" by director Dag Johan Haugerud.
Haynes called it a "meditation on love" that "cuts you to the quick with its keen intelligence."
The film focuses on a teenager played by Ella Øverbyer, infatuated with her female French teacher, and the reactions of her mother and grandmother when they discover her private writings. It's the third part of a trilogy Haugerud has completed in the past year. "Sex" premiered at Berlin in 2024, and "Love" was screened at the 2024 Venice Film Festival.
The runner-up Silver Bear prize went to Brazilian director Gabriel Mascaro's dystopian drama "The Blue Trail." Argentine director Ivan Fund's rural saga "The Message" won the third-place Jury Prize.
The best director prize went to Huo Meng for "Living the Land," set in fast-changing 1990s China.
Rose Byrne was named best performer for her role as an overwhelmed mother in the Mary Bronstein-directed "If I Had Legs, I'd Kick You." Andrew Scott won the supporting performer trophy for playing composer Richard Rodgers in Richard Linklater's "Blue Moon."
The climax of the festival known as the Berlinale came on the eve of Germany's parliamentary elections after a campaign dominated by migration and the economy.
The national election is being held seven months early, after Chancellor Olaf Scholz's governing coalition collapsed in a dispute about how to revitalize the country's economy.
Efforts to curb migration have emerged as a central issue in the campaign — along with the question of how to handle the... Read More