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Dairy Farmers of Canada is touting the benefits of milk to teens through a 3D ad campaign running in Cineplex theatres across Ontario this summer.
The effort is an extension of the five-second “Dot Spot” milk campaign that first launched in 2007, with three spots that promote the benefits of drinking milk: growth, energy and refreshment.
The animated spots, developed by Due North Communications, aim to keep the “notoriously fickle” target involved in the campaign, said Karen Howe, the agency’s vice-president and creative director.
According to Howe, approximately 20 3D movies are slated to open over the next year and a half.
“We want to be at the front end of that,” she said. “Kids always like to be on the inside edge of something new.”
“It was a very different, interesting process creating these ads,” said Howe.
“The concept at its heart had to be in 3D, and then every time we wanted to check the work in progress, we had to go to a special theatre.”
Three spots were created and will launch July 3 with the release of Ice Age 3D, running in 19 Cineplex theatres until the end of August.
In the 15-second “Straw,” (which can be viewed at right, but without the 3D effect) audiences follow the white beverage sucked through a straw, into a girl’s stomach, which is filled with pieces of fast food that cheer at the milk’s arrival.
M2 Universal handled the media buy, and Head Gear Animation animated the spots.
“It’s important for the milk brand to be leading-edge in order to continue to build its relevance with our teen consumer,” said Solange Heiss, assistant director, marketing and nutrition communications at DFC, in a release.
“Creating a 3D ad campaign demonstrates how we are committed to finding new, fun and effective ways to reach teens.”
