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.”
Credits
Client Arla Foods, Inc. Agency Carmichael Lynch, Minneapolis Marty Senn, chief creative officer; Brian Lambert, Tom Sebanc, creative directors; Ryan Falch, sr. writer; Doug Pederson, sr. art director; Joe Grundhoefer, head of production; Freddie Richards, executive content producer. Live-Action Production MAKE Jay Heyman, director; Dana Locatell, exec producer; Tim Mack, supervising producer; Holland Kemp, producer; Bill Winters, DP. Animation/Postproduction Hornet Yves Geleyn, director, designer; Glenn Hernandez, designer; Tony Maki, storyboards; John Mattiuzzi, lead compositor; Bea Walling, John Stanch, compositors; Joel Kretchman, line producer; Toby Howell, DP; Tim McDonald, art director; Pete List, Matt Christensen, animators; Hana Shimizu, exec producer; Sang-Jin Bae, head of production; Kristin Labriola, development producer; Desiree Stavracos, producer; Anita Chao, editor; Riley Spencer, production coordinator; Michael Yetter, gaffer; Richard Coppola, motion control operator; Chris Clarke, BB electric; Garrett Cantrell, key grip; Will Gottlieb, 2nd grip; Michael Defeo, sculptor; Pete Erickson, Hillary Barton, Illya Smelansky, Samantha Smith, Melissa Chow, Matt Christensen, Royal Jarmon, David Assel, fabricators; Patrick O’Keefe, matte painter; Shawn Knight, color correct; Matt Scharenbroich, art dept. intern.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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