a2 Milk, a brand under Burnaby, BC based Agrifoods Cooperative, is introducing a campaign to show Canadians that not all milks are equal.
Created by agency partner Zulu Alpha Kilo, the star of the digital-first campaign is a dishonest catfish who contrasts the easier to digest benefit of a2 Milk against a humourous, relatable life moment that is anything but digestible. The objective was to disrupt purchasing habits and get people to consider a new brand of milk that helps them feel amazing.
In this video directed by Fatal Farm (Zachary Johnson) via Spy Films, we see a first date set in a coffee shop. The woman is on her phone looking at a dating app comparing her date, the catfish, to his fake dating profile. She realizes that she’s been “catfished,” pours some a2 Milk into her coffee and takes a sip to feel better, proving that a2 Milk is easier to digest than being catfished, by a real catfish. And just when it seems that our vignette has ended, another catfishing chapter begins.
The campaign has rolled out across social media platforms, digital video and display.
Credits
Client a2 Milk Agency Zulu Alpha Kilo Zak Mroueh, chief creative officer; Brian Murray, executive creative director; Stephanie Yung, head of design; Kevin Sato, creative director/art director/designer; Ryan Kukec, associate creative director/writer; Lucyed Hernandez, ian Schwey, Jason Hill, art directors; Laura Biggar, Gerald Kugler, David Ross, writers; Dejan Djuric, design director; Jackman Chiu, designer; Ola Stodulska, director of integrated production; Risa Sone, Laura Dubcovsky, Tim Lynch, producers. Production Spy Films Fatal Farm (Zachary Johnson), director; Marcus Trulli, exec producer; Adrian Cheung, line producer; Andre Pienaar, DP. Postproduction Zulubot Brian Noon, editor; Tom Evans, exec producer; Adam Palmer, head of production; Sarah Dayus, post producer. Noah Mroueh, sound design; Matt Greenwood, motion design; James Graham, studio director; Jeanette Downes, Jenny McCraken, Mila Lukezich, Ashleigh O’Brien, studio team. Color/Post/VFX The Vanity Andrew Exworth, colorist; Stehanie Pennington, Katie Oliver, exec producers; Dan Margules, online, VFX artist; Felipe Chaparro, online assistant. Audio Post/Music Oso Audio Harry Knazan, audio director/producer; Leo Hicks, engineer; Jane Heath, exec producer
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
