Kids Imagine What Food Additives Look Like in Adorable Animations for Arla
Campaign Launches Brand's Cheese in the U.S.
Description
To launch its cheese range in the U.S., and emphasize how it's free of additives and hormones, Danish dairy brand Arla has created an animated campaign in which it asked kids to be the creative directors.
Agency Carmichael Lynch first asked children what they thought "rBST" and "Xanthan" (ingredients found in some of its competitors' products) were and to draw what they imagined. The kids had no idea they were food additives/hormones, so drew scary monsters (seen here) and aliens. Animators at Hornet took their ideas and turned them into animated film, with the creative help of the kids themselves (you can see more about how it was done in documentaries about the rBST and Xanthan ads.)
The resulting campaign is adorable, and communicates the message clearly. The two animated spots are part of the brand's $30m "Live Unprocessed" campaign that also includes print ads, social and digital media and PR efforts. Arla's current U.S. product line includes cream cheese, sliced cheese and snack cheese, with additional product categories to follow.
"It was an impressive leap of faith on Arla's part to say, we don't know what these kids will say, or what stories they'll come up with, but let's go for it," said Carmichael Lynch chief creative officer Marty Senn in a statement. "The whole approach to the project, from everyone involved, felt genuinely unprocessed. Forget what a boardroom of marketing execs thinks about these ingredients. What do kids think? They won't mince words."
Credits
- Date
- Apr 24, 2017
- Brand :
- Arla
- Client :
- Arla
- Agency :
- Carmichael Lynch
- Chief Creative Officer :
- Marty Senn
- Creative Director :
- Brian Lambert
- Creative Director :
- Tom Sebanc
- Senior Writer :
- Ryan Falch
- Senior Art Director :
- Doug Pedersen
- Head of Production :
- Joe Grundhoefer
- Executive Content Producer :
- Freddie Richards
- Business Affairs Director :
- Vicki Oachs
- Senior Director, Brand Marketing :
- Emily Buchanan
- Account Director :
- Sarah Scherbring
- Account Supervisor :
- Anna Zuehlke
- Senior Project Manager :
- Jessica Anderson
- Production Company :
- Make
- Director :
- Jay Heyman
- Executive Producer :
- Dana Locatell
- Supervising Producer :
- Tim Mack
- Producer :
- Holland Kemp
- Director, Photography :
- Bill Winters
- Production Company :
- Hornet
- Director :
- Yves Geleyn
- Director :
- Dan & Jason
- Executive Producer :
- Hana Shimizu
- Head of Production :
- Sang-Jin Bae
- Development Producer :
- Kristin Labriola
- Producer :
- Desiree Stavracos
- Editor :
- Anita Chao
- Production Coordinator :
- Riley Spencer
- Director :
- Yves Geleyn
- Designer :
- Glenn Hernandez
- Designer :
- Yves Geleyn
- Storyboard :
- Tony Maki
- Lead Compositor :
- John Mattiuzzi
- Compositor :
- Bea Walling
- Compositor :
- John Stanch
- Line Producer :
- Joel Kretchman
- Director, Photography :
- Toby Howell
- Art Director :
- Tim McDonald
- Animator :
- Pete List
- Animator :
- Matt Christensen
- Gaffer :
- Michael Yetter
- Motion Control Operator :
- Richard Coppola
- Best Boy Electric :
- Chris Clarke
- Key Grip :
- Garrett Cantrell
- 2nd Grip :
- Will Gottlieb
- Sculptor :
- Michael Defeo
- Fabricator :
- Pete Erickson
- Fabricator :
- Hillary Barton
- Fabricator :
- Illya Smelansky
- Fabricator :
- Samantha Smith
- Fabricator :
- Melissa Chow
- Fabricator :
- Matt Christensen
- Fabricator :
- Royal Jarmon
- Fabricator :
- David Assel
- Art Department Intern :
- Matt Scharenbroich
- Matte Painter :
- Patrick O'Keefe
- Color Correction :
- Shawn Knight
- Director :
- Dan & Jason
- Designer :
- Eran Hilleli
- Storyboard :
- Jeff Biancalana
- Storyboard :
- Stephanie Dere
- Lead CG :
- Eric Lane
- Lead Compositor :
- Herculano Fernandes
- Modeler :
- Gabe Askew
- Modeler :
- Eric Lane
- Texturer :
- Gabe Askew
- Texturer :
- Eric Lane
- Rigger :
- Brett Taggert
- Lighting and Rendering :
- Kwan Au
- Assistant Camera :
- Eric Lane
- Previsualization :
- Eric Lane
- Animator :
- Roman Kobryn
- Animator :
- Eric Chou
- CG Artist :
- Eric Lane
- Matte Painter :
- Eran Helleli
- Creative Director :
- Dan & Jason
- Documentary Editor :
- Jonah Oskow
- Social Teaser Editor :
- RJ Glass
- TVC Music Company :
- Human Worldwide
- Sound Design :
- Antfood
- Audio Mix :
- Heard City
- Voiceover Talent :
- Audrey Stanfield
- Xanthan Boy :
- Johnny Rocco
- Xanthan Mom :
- Iris Moreira
- rBST Girl :
- Leah Griffin
- rBST Mom :
- Lori Rosario-Griffin
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