Plant milk was once the butt of jokes. Relegated to the crunchy, granola part of society. But things are changing, and fast.
When you finally realize how incredible plant milk is in pretty much anything, that’s called a "Calilujah" moment. And it’s brought to you by Califia Farms in campaign films directed by Harold Einstein of production house Dummy for Goodby Silverstein & Partners.
In the campaign, unsuspecting people try Califia Farms plant milk for the first time–and their reactions are overwhelmingly positive. They are experiencing their “Calilujah” moment.
This particular film shows a couple stretching–literally–their morning coffee routine with the great taste of Califia.
“It’s exciting to try new things and we wanted to bring that feeling to life in these spots,” said Hanna Wittmark, creative director, Goodby Silverstein & Partners.
Credits
Client Califia Farms Agency Goodby Silverstein & Partners Margaret Johnson, chief creative officer; Kate Baynham, Hanna Wittmark, creative directors; Andrew Congleton, art director; Zak DeLange, copywriter; Danielle Riccardi, executive producer; Vince Genovese, sr. producer; Bonnie Wan, partner, head of brand strategy; Christine Chen, partner, head of communication strategy. Production Dummy Harold Einstein, director;Glynn Speeckaert, DP; Michael Kanter, exec producer. Editorial Arcade Edit Dave Anderson, editor; Paulo Miramontes, assistant editor; Tom Barnett, producer; Crissy DiSimone, exec producer. VFX/Finishing The Mill Hillary Thomas, exec producer; Esther Montgomery, producer; John Leonti, VFX supervisor; Becky Porter, VFX lead. Actors Rhett George, Katt Silivia. Voiceover Dave Anderson. End Card Animation KEVIN VFX Sue Troyan, exec producer; Jami Shackel, producer; Miguel Delcan, artist. Color Company 3 Tim Masick, sr. colorist; Kevin Breheny, sr. producer. Music Butter Audio Post/Sound Design Lime Studios Joel Waters, engineer/sound designer; Collin Thomas, assistant engineer; Susie Boyajan, exec producer.
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
