“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.”
Producers Douglas Wick and Lucy Fisher To Receive Harold Lloyd Award From The Advanced Imaging Society
Producers Douglas Wick and Lucy Fisher will be presented with the 2025 Harold Lloyd Award in recognition of their producing achievement in creating Gladiator II at The Advanced Imaging Society’s (AIS) 15th annual Lumiere Awards luncheon, which takes place Friday, February 7, 2025, at the Beverly Hills Hotel.
Empowering their storytelling with groundbreaking technology and skill, Wick and Fisher have thrilled audiences and driven the film industry forward for three decades. Their steadfast dedication to the highest standards of cinematic excellence have resulted in epic films, including Memoirs of a Geisha, The Great Gatsby, the Stuart Little franchise, the Divergent Series and both Gladiator films. The first Gladiator earned Wick an Academy Award® for Best Picture. In light of their consistent and distinguished contributions over the years, as exemplified by this year’s Gladiator II, the Advanced Imaging Society wished to recognize the team with this year’s esteemed Harold Lloyd Award.
“Doug Wick and Lucy Fisher of Red Wagon Entertainment have revolutionized modern filmmaking with their bold storytelling and ability to elevate large-scale productions to epic levels,” remarked Jim Chabin, AIS president. “Their work has not only captivated audiences but also redefined filmmaking standards, leaving an indelible mark on the art of cinema. At AIS. we deeply admire their visionary contributions and enduring influence on the film industry.”
Suzanne Lloyd, granddaughter of the late, great Harold Lloyd, remarked, “Doug’s artistic vision and Lucy’s dynamic leadership have brought authenticity, beauty and profound emotion to some of our favorite epic films. Together, they are a... Read More