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
Can a sip of coffee spark progress? Family-owned company rolls out its first-ever brand awareness endeavor and illustrates a sustainable future.
A startling statistic: 80 million plastic coffee pods go into landfills daily. One week of this waste could circle the Earth, while one day could stretch from New York to San Francisco.
Committed to using coffee as a vehicle to create enduring change, the responsibly-sourced coffee brand, San Francisco Bay Coffee – which is owned by the Rogers Family Company – along with its creative and media agency of record, Cutwater, have partnered together to launch an all-new brand platform and integrated “One Small Sip For a Better Tomorrow” campaign which includes a series of playful, vibrant animation films, including this anthem piece which shows various people drinking coffee--with a flood of coffee pods falling out of their java mugs.
The remedy: San Francisco Bay Coffee and its certified commercially compostable OneCUP™ coffee pods.
Production and animation were spearheaded by Psyop and Wizz. The pieces were brought to life by directing duo Remus & Kiki. Music, sound design, and audio post were executed by Antfood.
“San Francisco Bay Coffee is the David in a category of Goliaths, yet they hold more true to values and practices we all want from our coffee brands. In addition to great tasting coffee, they innovate toward a better tomorrow. So if we want to make these great leaps of change, all it now takes is one small sip,” explained Cutwater founder and chief creative officer Chuck McBride. “We chose animation because the story needed a special way to help people understand the benefits of compostable pods in a not too serious way.”
