Plant milk was once the butt of jokes. Relegated to the crunchy, granola part of society. But things are changing, and fast.
When you finally realize how incredible plant milk is in pretty much anything, that’s called a "Calilujah" moment. And it’s brought to you by Califia Farms in campaign films directed by Harold Einstein of production house Dummy for Goodby Silverstein & Partners.
In the campaign, unsuspecting people try Califia Farms plant milk for the first time–and their reactions are overwhelmingly positive. They are experiencing their “Calilujah” moment.
This particular film shows a couple stretching–literally–their morning coffee routine with the great taste of Califia.
“It’s exciting to try new things and we wanted to bring that feeling to life in these spots,” said Hanna Wittmark, creative director, Goodby Silverstein & Partners.
Credits
Client Califia Farms Agency Goodby Silverstein & Partners Margaret Johnson, chief creative officer; Kate Baynham, Hanna Wittmark, creative directors; Andrew Congleton, art director; Zak DeLange, copywriter; Danielle Riccardi, executive producer; Vince Genovese, sr. producer; Bonnie Wan, partner, head of brand strategy; Christine Chen, partner, head of communication strategy. Production Dummy Harold Einstein, director;Glynn Speeckaert, DP; Michael Kanter, exec producer. Editorial Arcade Edit Dave Anderson, editor; Paulo Miramontes, assistant editor; Tom Barnett, producer; Crissy DiSimone, exec producer. VFX/Finishing The Mill Hillary Thomas, exec producer; Esther Montgomery, producer; John Leonti, VFX supervisor; Becky Porter, VFX lead. Actors Rhett George, Katt Silivia. Voiceover Dave Anderson. End Card Animation KEVIN VFX Sue Troyan, exec producer; Jami Shackel, producer; Miguel Delcan, artist. Color Company 3 Tim Masick, sr. colorist; Kevin Breheny, sr. producer. Music Butter Audio Post/Sound Design Lime Studios Joel Waters, engineer/sound designer; Collin Thomas, assistant engineer; Susie Boyajan, exec producer.
At the heart of this campaign for Pay.UK Current Account Switch Service (CASS) is a playful yet relatable narrative, brought to life in the hero TV commercial, “Blind Date.” Directed by Rosie May Bird Smith of Biscuit Filmworks for agency House 337, the spot follows a woman nervously meeting her blind date, only to discover the person waiting for her is someone you definitely wouldn’t want to meet on a blind date. The voiceover reassures: ”Blind dates. They’re a bit like switching bank accounts. You don’t want any surprises. That’s why we guarantee there won’t be any when you switch with the Current Account Switch Service.”
“Everyone knows the pain of a bad date, the gut-churning realization you’ve texted your boss instead of your mate, and being stuck next to someone eating the world’s stinkiest lunch,” said Ross Newton, creative director, House 337, who added, “Life is a minefield of unwanted surprises, so coming up with the campaign idea was the easy part. The real challenge was deciding which situations to include and which to ditch. Sadly, these scenarios are all too relatable for us all, myself included.”
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