Kids Imagine What Food Additives Look Like in Adorable Animations for Arla

Campaign Launches Brand's Cheese in the U.S.

Published On
Apr 24, 2017

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-Minneapolis
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
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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