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.
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
