Everyday folks do their thing with milk in this TikTok challenge, which is the latest iteration of the “got milk?” campaign from agency Weber Shandwick, Chicago.
Featuring user-generated content, a centerpiece component of the campaign is this “got milk?/what you got” spot, which along with other videos was scored by Playa del Rey, Calif.-based SHINDIG Music + Sound, with audio post from Envy Advertising, London.
The TikTok challenge went viral and got 3 billion views within two weeks.
CreditsClient MilkPEP Agency Weber Shandwick, Chicago Jim Paul, executive creative director; Jeff Immel, group creative director; Kate Sullivan, Jeff Barry, creative directors; Daniel Rucci, executive producer; Erica Ashe, associate creative director; Abbey Eagles, sr. editor; Nick Drew, Anna Jacobs, copywriters; Abby Robers, Tim Rocklage, Paddy O’Connell, art directors. Music/Sound SHINDIG Music + Sound, Playa del Rey, Calif. Scott Glenn, creative director; Debbi Landon, executive producer; Caroline Hudson, head of production; Austin Shupe, associate creative director/composer. Audio Post Envy Advertising, London Arge, mixer. Production user-generated content, sourced by Catch&Release Editorial/Postproduction ThatLot Steph Carter, producer; Ciara O’Grady, postproduction supervisor; Ben Forder, head of video; David Schneider, executive creative director; Laura Tannenbaum, managing director; Jess Knights, Liam O’Neill, Dominic Coddington, Byron Davies, editors; Klein Borrill, Tom McMahon, design.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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