Downside of not drinking milk revealed in quirky, new campaign

    BC Dairy Foundation unveils three-year creative platform with funny,
    animated spots

    VANCOUVER, June 17 /CNW/ - Rather than preaching the benefits of milk, BC
Dairy Foundation's (BCDF) eclectic, new advertising campaign demonstrates the
consequences of not drinking enough milk, making it much more interesting and
meaningful to targeted teens and young adults.
    "Each ad tells a story of a particular moment in the lives of some quirky
characters and how milk could have changed it all. Using humour, pathos and
visual bizarreness, the delivery of the tagline "must drink more milk" is the
whole point of each of these twisted stories and delivers a surprise pay-off
moment," says Dean Lee, creative director, DDB Canada, Vancouver. "We didn't
want to show anything that you'd expect from milk advertising, yet the message
is clear. If you want to be healthier, stronger, faster, you need to drink
more milk."
    BCDF charged its agency of record, DDB Canada's Vancouver office, to
create a media neutral platform for its larger marketing communications
program that spans over the next three years. The ultimate objective of the
campaign is to make milk more socially relevant to teens.
    "Based on past campaign experience, we found three years is the ideal
lifespan for a campaign, which allows it to gain momentum and become part of
pop culture and youth vernacular," says Liz Gurszky, director of market
development and communication, BC Dairy Foundation. "Our new campaign, "must
drink more milk," features breakthrough creative that focuses on humorous
scenarios, where drinking milk would have changed the situation outcome for
the better."
    In the new campaign, the need to drink more milk is always an internal
dialogue. It's never preaching. It's always the individual frustrated with his
or her performance, and saying to himself "must drink more milk."
    DDB Canada, and its online and interactive division, Tribal DDB Canada,
created 14 visually compelling, animated film executions, which include six
30-second TV spots and eight online digital short films of various lengths.
The debut of each execution will be staggered over the next three years, and
will be featured on B.C. television and cinemas, a You Tube channel: and the microsite. OMD
Vancouver was responsible for the media buy.
    While all 14 film executions are uniquely different, each employs stop
motion animation and uses various computer animation programs to enhance and
create varying looks. Each execution includes a different logo and treatment
of the words "must drink more milk" to reflect the art direction.
    The six TV spots end with a call to action to visit the You Tube channel,, where consumers can watch the edgier digital short
films and post their own milk videos to compete for prizes. The campaign
microsite provides complete contest details, digital assets and advice on how
consumers can produce their own milk videos. Monthly prizes will be awarded to
the user-generated milk video that receives the most views. In January 2009,
grand prizes will be awarded to the recipient with the most creative
user-generated milk video, judged by a panel of experts, and to the recipient
whose milk video receives the most views overall.
    DDB Vancouver also developed four t-shirts with graphic design
expressions of "must drink more milk moments," which will be given out at
various events throughout the year.
    The "must drink more milk" platform will be adapted by the BCDF,
targeting youth on the street and at high schools, colleges, and universities
with various events, contests, programs and promotions.

    About BC Dairy Foundation

    BC Dairy Foundation ( is a not-for-profit
organization with the mandate of increasing consumption of milk in British
Columbia. Since 1974, the Foundation has developed and delivered leading edge
nutrition education programs for many thousands of school children. In
addition, the Foundation promotes the consumption of fluid milk and cream. The
Foundation is funded by the dairy producers of British Columbia.

    About DDB Canada

    DDB Canada ( is the most creatively acclaimed,
internationally recognized marketing communications agency in Canada. Known
for advertising that generates significant results for clients, DDB Canada is
Strategy magazine's 2007 Agency of the Year, and was named one of the "Best
Small and Medium Employers in Canada" in 2007 by the Queen's University School
of Business. A "total communications company," DDB believes creativity is the
strongest business tool. DDB Canada has offices in Victoria, Vancouver,
Edmonton, Toronto and Montreal. The agency's integrated divisions include: DDB
Kid Think (youth marketing), DDB Public Relations, Tribal DDB (online and
interactive), Karacters Design Group, Rapp Collins (direct), Radar DDB (social
media marketing) and DDB Echology (corporate social responsibility).

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at
    Additional archived images are also available on the CNW Photo Archive
    website at Images are free to accredited
    members of the media/

For further information:

For further information: Paige Calvert, DDB Canada, Direct: (604)

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