Dairy Farmers of Canada first to launch 3D advertising campaign in Canada

    MONTREAL, June 24 /CNW/ - Dairy Farmers of Canada (DFC) announces another
ground-breaking first. On July 3rd, DFC is launching Canada's first 3D
advertising campaign at Cineplex theatres throughout Ontario and the
    The 3D commercials will be an extension of the teen-targeted,
award-winning five-second "Dot Spot" Milk campaign, which launched in the fall
of 2007, and has since aired 129 spots. The first to market with a five-second
television and cinema Milk advertising campaign, DFC will also be the first
organization to market 3D spots. The spots will launch at 19 theatres showing
3D movies this summer.
    The spots were created by Due North Communications and animated by Head
Gear Animation, both of Toronto.
    "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. "They're a
very important audience for the brand. Creating a 3D ad campaign demonstrates
how we are committed to finding new, fun and effective ways to reach teens."
    As Karen Howe, vice president and creative director at Due North noted,
"We were utterly determined that the Milk brand be the first with 3D ads
because our teen target prides itself on being at the front of whatever is
cool and new. Our much-emulated Dot Spots were clearly a home run. Thanks to
the seamless collaboration with Head Gear Animation, we think the 3D Dots will
be too."
    "Always striving to break new ground and surprise teens, we followed-up
on Milk's five-second campaign launch with spots specifically designed for
teens' mobile phones last fall," added Rob Nadler, group account director at
Due North. "With the upcoming wave of 3D movies, we saw this as an ideal
opportunity to shatter the teens' expectations."
    The 3D spots each communicate one single benefit for Milk, which is a
continuation of the strategy developed a year and a half ago by DFC. In these
spots, the benefits are growth, energy and refreshment.
    The spots can be seen throughout Ontario and the Maritimes at Cineplex
theatres, beginning with the release of Ice Age 3D, on July 3rd.

    About Dairy Farmers of Canada

    Dairy Farmers of Canada (DFC) promotes the wholesome goodness of dairy
products as part of a healthy, balanced diet and encourages good nutrition for
all Canadians. DFC is completely funded by dairy producers.

    About Due North

    Due North Communications is a privately-owned, mid-sized Canadian
marketing communications company. Working with leading Canadian marketers, Due
North provides strategic counsel, creative development and project management
expertise across a wide range of disciplines including broadcast, digital,
print and more. Due North has been recognized for its work around the world,
in Cannes, London, New York and Los Angeles. As well, Due North was named one
of Canada's 50 Best Managed Private Companies by The National Post.

For further information:

For further information: Solange Heiss, Assistant Director,
Communications, Dairy Farmers of Canada, 1-800-361-4632; Steve Angel or Julian
Grey, Head Gear Animation, (416) 408-2020; John Tsirlis, National Sales
Director, Cineplex, (416) 539-8800; Karen Howe, Creative Director, Due North
Communications, (416) 862-8181 x227; Rob Nadler, Group Account Director, Due
North Communications, (416) 862-8181 x250

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