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.”
