Aerialists twist, turn, unravel and swing from long, thick blue and white silk ropes suspended from the rafters of a glass atrium. The silks transform into a blue ribbon symbol and a glass of pure white milk. It’s a beautiful image, but it’s aim is to help spread awareness of an ugly disease: colorectal cancer.
Shot in Toronto’s Corus building with aerialists from Zero Gravity Circus, the breathtaking and surprising 60-second online-only video from Dairy Farmers of Canada (DFC) and Mirum Canada conveys its message without words. “We tried to do the heaving lifting with visuals. It’s a real visual treat,” said Jon Finkelstein, executive creative director at Mirum Canada.
The video launched in March to coincide with Colorectal Cancer Awareness Month and, said Finkelstein, is meant to drive the message that milk is an important part of a healthy balanced diet. It also encourages viewers to download the Get Enough Helper app, which was developed last year to help Canadians improve the quality of their diet.
“Here at DFC we are health professionals and dieticians. It would be unprofessional to suggest that milk, cheese, and yogurt are a magic bullet. But they are part of a healthy diet,” said Nathalie Savoie, assistant direction of nutrition at DFC.
The video is tied to the national, integrated Get Enough campaign from DFC and kbs+ Montreal that launched last year to encourage Canadian adults to consume more milk products. The effort included a 30-second TV spot, print execution and social media in addition to a 60-second digital video.
