Oatmilk gives people surprising powers in Califia Farms ads
Campaign by Goodby Silverstein centers on the idea of 'Calilujah' moments
Editor's Pick
As the plant-based food market continues to grow, brands are increasingly turning to comedy and surreal situations to cut through as well as educate consumers on the benefits of their products.
The latest is Califia Farms, which has enlisted Goodby Silverstein & Partners for some good old-fashioned comedy to promote its oat milk drinks.
The idea centers on the insight that when you finally realize how incredible plant milk is in pretty much anything, it's a "Calilujah" moment. And that seems to give people incredible powers, in a couple of spots directed by comedy vet Harold Einstein of Dummy. A pair of co-workers try some and go into a complicated high-fiving routine. And a middle-aged couple have some in their coffee and find they can both effortlessly do the splits.
"'Calilujah!' is a moment of discovery. It’s that feeling you get when you try Califia for the first time and it’s surprisingly delicious,” said Califia Farms Chief Marketing Officer Suzanne Ginestro, in a statement.
"It’s exciting to try new things and we wanted to bring that feeling to life in these spots,” added Hanna Wittmark, creative director at GS&P.
Credits
- Date
- Apr 25, 2022
- Client :
- Califia Farms
- Agency :
- Goodby Silverstein & Partners
- Chief Executive Officer :
- Dave Ritterbush
- Chief Marketing Officer :
- Suzanne Ginestro
- Senior Director Brand Marketing :
- Maija Benincasa
- Creative Director :
- Angela Kowalski
- Creative Content Director :
- Mike Smolowe
- Chief Creative Officer :
- Margaret Johnson
- Associate Creative Director :
- Kate Baynham
- Associate Creative Director :
- Hanna Wittmark
- Art Director :
- Andrew Congleton
- Copywriter :
- Zak DeLange
- Executive Producer :
- Danielle Riccardi
- Sr. Producer :
- Vince Genovese
- Managing Partner :
- Leslie Barrett
- Account Director :
- Shanley McClure
- Account Manager :
- Diane Baker
- Assistant Account Manager :
- Will Young
- Director of Business Affairs :
- Judy Ybarra
- Business Affairs Manager :
- Brittany Longden
- Partner Head of Brand Strategy :
- Bonnie Wan
- Partner Head of Communication Strategy :
- Christine Chen
- Communication Strategy Director :
- Nicole Richards
- Communication Strategist :
- Matt McNamara
- Junior Communication Strategist :
- Josh German
- Group Brand Strategy Director :
- Katie Coane
- Junior Brand Strategist :
- Chelsea Bruzzone
- Production :
- Dummy
- Director :
- Harold Einstein
- DP :
- Glynn Speeckaert
- EP :
- Michael Kanter
- HandShake :
- Albert Kuo
- HandShake :
- Ryan Barton
- Splits :
- Rhett George
- Splits :
- Katt Silivia
- Confetti :
- Jordan Matayoshi
- Confetti :
- Ammy Ontiveros
- Confetti :
- Destiny Joelle
- Horns :
- Kevin Williams
- Confetti :
- Eva Belle Porter
- Confetti :
- Preston Roarty
- VO Talent :
- Dave Anderson
- Editorial :
- Arcade Edit
- Editor :
- Dave Anderson
- Assistant Editor :
- Paulo Miramontes
- Producer :
- Tom Barnett
- Executive Producer :
- Crissy DiSimone
- VFX/Finishing :
- The Mill
- Executive Producer :
- Hillary Thomas
- Producer :
- Esther Montgomery
- VFX Supervisor :
- John Leonti
- VFX Lead :
- Becky Porter
- Design :
- Kevin VFX
- Exec Producer :
- Sue Troyan
- Producer :
- Jami Shackel
- Artist :
- Miguel Delcan
- Color :
- Company 3
- Senior Colorist :
- Tim Masick
- Senior Producer :
- Kevin Breheny
- Music Company :
- Butter
- Sound :
- Lime Studios
- Engineer :
- Joel Waters
- Sound Design :
- Joel Waters
- Asst. Engineer :
- Collin Thomas
- Executive Producer :
- Susie Boyajan
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