Silk: Tastemaker Challenge

Social campaign picks fans' best descriptions and turns them into song

Published On
May 19, 2013

Editor's Pick

Silk soymilk is kicking off a new social campaign that involves a character called "Mr Smooth" singing fans' descriptions of the brand on YouTube. Developed by Evolution Bureau, the campaign encourages users to submit their description of the brand on its Facebook page under the banner "Tastemaker Challenge". Silk selects one per week, based on its creative merit, and then turned into a YouTube video where Mr. Smooth singing the fan-written odes.


May 20, 2013
Brand :
Client :
Agency :
Evolution Bureau
Executive Creative Director :
Steve Babcock
Creative Director :
Rich Ford
Art Director :
Jeff Limon
Copywriter :
Jacob Baas
Copywriter :
Casey Brewer
Production Company :
Director :
Will Hyde
Creative Director :
David Viau
Executive Producer :
Chris Volckman
Producer :
Nicole Dundas
Line Producer :
Craig Stevens
Post Production :
Editorial :
Visual Effects :
Editor :
Ryan Haug
Visual Effects Supervisor :
Joel Voelker

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Project Type