Five good reasons to drink milk

Conference of Australian Milk Authorities – RETIRED/MILKMAN (Legendary Stuff Campaign)
An elderly couple fondly kiss goodbye. He moves to another house. We read: “Roger Daly. Age 67. Retired Milkman.” He passionately embraces another elderly housewife. We read the words: “Milk. Legendary Stuff.”
The supers read: “It was never the postman, the plumber or the insurance salesman.” We reveal a man kissing a passionate housewife goodbye. “It was always the milkman.” He drinks his milk. “Milk. Legendary stuff.”
Advertising Agency: Clemenger BBDO
Creative Director: Antony Shannon
Copywriter: Tony Greenwood/Sarah Barclay
Art Director: Tony Greenwood/Sarah Barclay
Production Company: Window Production, Australia
Director: Ray Lawrence
Year: 1998
Gold Lion for the campaign

Conference of Australian Milk Authorities – RUNOUT
There is nothing more frustrating than running out of milk in the morning. When a robber gets in the way at a milk bar, a frustrated mother whacks him with the two-litre pack.
Advertising Agency: Clemenger BBDO
Creative Director: Antony Shannon
Copywriter: Tony Greenwood/Sarah Barclay
Art Director: Tony Greenwood/Sarah Barclay
Production Company: Cloudbreak Film, Australia
Director: Les Sharpe
Year: 1999
Gold Lion

California Milk Processor Board – BIRTHDAY
This spot features a young boy with prophetic powers. On his way to a birthday party with his
father, he uses his powers to help them avoid potential disaster. At the party, he senses yet another impending catastrophe, but the guests at the party choose to ignore his warnings…
Advertising Agency: Goodby, Silverstein & Partners, San Francisco
Creative Director: Jeffrey Goodby/Rich Silverstein
Copywriter: Colin Nissan
Art Director: Sean Farrel
Production Company: Biscuit Film, Los Angeles
Director: Noam Murro
Year: 2003
Gold Lion

Flemish Milk Board – JUMPERS/FREESTYLER

Drink milk now for later
With a new TV campaign, the Agricultural Marketing Board of Flanders wants to stimulate the consumption of milk.
The commercials build on how we all see our future: we all want to grow old, but we don’t want to feel old. That’s why everyone is already investing today in tomorrow, through pension funds and anti-wrinkle lotions. You can also invest in your resistance by starting to drink milk on a daily basis. Hence the new claim of the campaign: drink milk now for later.

Insights, Strategy & the Idea
With a new campaign, the Agricultural Marketing Board of Flanders wants to stimulate the consumption of milk.
Too few people drink milk, especially young people. We needed to find a reason for them to start drinking milk again.
Creative Execution
The commercials build on how we all see our future: we all want to grow old, but we don’t want to feel old. That’s why everyone is already investing today in tomorrow, through pension funds and anti-wrinkle lotions. You can also invest in your resistance by starting to drink milk on a daily basis. Hence the new claim of the campaign: drink milk now for later.
First, we launched a tv and cinema campaign. Then online, we invited people to upload their own danceclip so they could dance in their own milk commercial. The most popular commercial was aired on 4 national television stations.
Results and Effectiveness
The website and online campaign led to dozens of homemade and unique milk commercials, spread via blogs, twitter, facebook and dance communities.

Advertising Agency: Duval Guillaume, Brussels
Creative Director: Katrien Bottez
Copywriter: Hans & Raoul
Art Director: Hans & Raoul
Production Company: Latcho Drom, Brussels
Director: Manu Coeman
Year: 2009
Bronze Lion for the campaign



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