Milk seems to inspire creativity amongst a variety of agencies, the latest one being Tribal, DDB, Vancouver, which teamed with sister firm DDB Canada to launch a staggered, three-year endeavor for the British Columbia Dairy Foundation.
During this timeframe, the agencies' "Must Drink More Milk" effort will not only roll out six 30-second TV spots and eight online, animated digital short films--three of which are currently up on the campaign's site and YouTube channel
including "Jack vs. King" and "Helga vs. Holga" that were produced and directed by Bent Image Lab)--but is inviting the average visitor into the mix by urging them to helm their own film for BC Dairy.
Visitors are asked to use their own video camera and random props, along with several downloadable voice overs and logos provided on the site in various formats to create a short film and upload it to YouTube with the tag "mustdrinkmoremilk" (no spaces). Once uploaded, revisit the microsite to officially enter and get added to the favorites section of the campaign's YouTube channel (the client and agency then determine what videos will be added to the microsite).
A monthly winner is determined by the most amount of views and will receive an 8-gig iPod Touch. At year's end, the auteur whose film tallies the most amount of views overall up to January 1st will win a JVC 120GB hi-def camcorder. Additionally, a panel of industry judges (yet to be announced) will vote on the most creative short during the same period of time, which will award the winner their choice of either a MacBook Pro or a MacBook Air laptop that comes installed with Final Cut software.