In a world of celebrities and soft drinks Anchor and Colenso BBDO have pulled off a rare double by winning back to back Gold Lions in the Health & Wellness category in consecutive years by creating unique campaigns that are putting milk back on the radar of an increasingly discerning and media-savvy generation.
This year it was Anchor’s Milk Slams campaign that shone through by using smart media targeting paired with three unique films featuring words composed and voiced by world champion slam poet Harry Baker.
The three films were then brought to life by different visual artists who interpreted a poem each using their distinctive disciplines. Dance and style icon Parris Goebel choreographed Blank Canvas, recent design graduate and budding filmmaker Megan Au shot Real, and Assembly’s visual effects team led by Jonny Kofoed created Inside-out.
In 2016, Anchor picked up a Gold Lion in Health & Wellness with Anchor X-Ray Cast; a highly targeted interactive campaign for kids, also developed under the GoStrong platform, that provided a unique way to ensure that Kiwi kids with broken bones got the nutrition they needed to help them heal.
“Three unique films featuring words composed and voiced by world champion slam poet Harry Baker.”
The idea was simple, when a child broke a bone they were provided with a special Anchor X-Ray Cast pack – a sticker that shows the actual bones inside their arm and vouchers for calcium rich Anchor milk. X-Ray Cast was promoted in hospital and medical centre waiting rooms as well as via targeted online advertising.
Fonterra Brands director of marketing Clare Morgan said: “We know that great nutrition is key for young people to reach their potential, and can milk play a vital role in making sure that they get the protein, vitamins, and minerals they need. But, we also know that we needed to be innovative to communicate this message under the Go Strong platform. The feedback we received from our audience and the Lions we’ve won are an indication that we are getting the milk message across.”
Colenso BBDO creative chairman Nick Worthington said: “Milk is cool, but it’s easy to forget how cool it really is. Kids traditionally do everything their parents tell them up to a certain age, then they do exactly the opposite, so making milk their choice, and not that of their parents is smart. Working with great young artists and writers helped to reframe the brilliance of milk for the next generation.”
CREDITS
Agency: Colenso BBDO
Client: Fonterra
Chief Marketing Officer: Andy Dasgupta
Marketing Director: Clare Morgan
GM Anchor: Otavio Faccina
Marketing Manager: Kevin Taffs
Poems: Harry Baker
Production Company (Inside-out, Real): Assembly
Production Company (Blank Canvas): Brett Goebel & Parris Goebel via Studio 23
Filmmaker/DOP (Real): Megan Au
Sound Design: Peter Hobbs, Harmonic Studio
Media Agency: MediaCom
COLENSO AT CANNES 2017
Gold
- Anchor, Milk Slams – Inside Out / Health & Wellness / Consumer Products / Nutraceuticals -Film Craft- Animation
- Pedigree, The Child Replacement Programme / Direct / Strategy / Acquisitions
- Pedigree, The Child Replacement Programme / Integrated / Integrated / Integrated Campaign
- Pedigree, The Child Replacement Programme / Media / Sectors / Corporate Social Responsibility
- Pedigree, The Child Replacement Programme – Boat, Man & Book, Tub / Print & Publishing / Print / Miscellaneous (Campaign)
Silver
- Pedigree, The Child Replacement Programme / Direct / Campaign / Integrated Campaign led by Direct
- Pedigree, The Child Replacement Programme / Promo & Activation / Sectors / Corporate Social Responsibility
- Pedigree, The Child Replacement Programme / HMTI – TVC / Film / TV Cinema / Miscellaneous
- Pedigree, The Child Replacement Programme – Dribble Cry 45” & Vacant Stare 45” / Radio / Radio & Audio / Miscellaneous (Campaign)
- Anchor, Milk Slams – Real / Radio / Craft / Script
Bronze
- Anchor, Milk Slams – Inside Out / Radio / Radio & Audio / Drinks
- DB Export, Beer Bottle Sand – Promo & Activation / Sectors / Food & Drinks
In total: 5 gold, 5 silver, and 2 bronze for three different clients.
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