Brother from another udder: Anchor gets poetic about milk

  • Advertising
  • March 14, 2017
  • StopPress Team
Brother from another udder: Anchor gets poetic about milk

Anchor and Colenso BBDO have released the next series of videos in the ‘Go Strong’ campaign, this time turning to slam poetry to highlight the benefits of milk and the strength it gives us.

The three new videos have very differently visual styles to share their message about milk but all lean on the lyrical skills of Grand Slam Poetry Champion Harry Baker to tell the story.

The ‘Real’ video gets up close and personal with New Zealanders to watch them smile, as Baker celebrates milk’s ability to improve our grins with healthy teeth.

It’s not about those “docile, placid, over-practised, photo-static, selfie faces,” he rattles as various Kiwis grin for the camera. 

For the ‘Blank Canvas’ video, its Parris Goebel and two of her crew who interpret Baker’s words, with bold and precise movements to reflect the way milk makes our bodies stronger.

There may not be any music for the dancers, but the marriage of Baker’s words and the choreography makes it hard to turn away.

And at just over two minutes, ‘Inside-out’ is the longest of them all, as it summarises all the benefits of milk, starting with the taste before explaining how milk unlocks the best in us with its calcium, vitamins, minerals and protein.

Visualising the poem is a grey-scale montage by Assembly of everything Baker mentions, including a cow and representative symbols of the vitamins and minerals, while the words appear on the screen for added emphasis.

It was early 2016 when Anchor launched the ‘Go Strong’ branding, and Colenso BBDO international group business director Rachel Morgan, told StopPress it’s about celebrating the fact strength can manifest itself in a number of ways that have little to do with physicality.

To prove this, the launch came with a series of videos, profiling incredible New Zealanders, including a Drag Queen, mature dancer, a singer and a pair of trampolinists.

The campaign then went on to support New Zealand’s athlete’s competing at the Rio Olympics, with a series of videos explaining how the calcium is an important part of the athletes’ diets.

 

Credits:

Agency: Colenso BBDO
Client: Fonterra
Andy Dasgupta: Chief Marketing Officer
Clare Morgan: Marketing Director
Otavio Faccina: GM Anchor
​Kevin Taffs: Marketing Manager
Poems by Harry Baker
Production Company (‘Inside-out’, ‘Real’): Assembly
Production Company (‘Blank Canvas’): Brett Goebel & Parris Goebel via Studio 23
Filmmaker/DOP (‘Real’): Megan Au
Sound Design: Peter Hobbs, Harmonic Studio
Media Agency: MediaCom

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StopPress Podcast #7: Peter Field, advertising effectiveness expert

  • Podcast
  • March 24, 2017
  • Damien Venuto
StopPress Podcast #7: Peter Field, advertising effectiveness expert

Peter Field is one of the world’s foremost experts in advertising effectiveness. And he’s very worried about the current trends, so much so that he has decided to become slightly more confrontational in an effort to counteract the high concentration of bullshit he sees in the market. He’s looked at decades worth of case studies through the IPA Databank and figured out how the best brands build profitability, and he believes the current focus on short term activation metrics over long-term business effects is a very dangerous shift. He was in New Zealand as a guest of FCB's Schoolhouse and TVNZ and he spoke to StopPress editor Damien Venuto about the magical 60/40 rule, the need for big brands to use mass media, the role of social media for brand building and the slick and very successful PR campaign that has been waged by the rather secretive digital behemoths.

Read more

Duke marks one year with live branded sport event

  • Media
  • March 23, 2017
  • StopPress Team
Duke marks one year with live branded sport event

When TVNZ launched Duke last year, it was championed as a way of reaching hard to get audiences and acting as an experiment lab for new forms of content. And its first birthday celebration is set to champion those strengths with a live primetime TV sports event that will see two friends battle it out for Fresh-Up.

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TSB Bank shines a light on New Zealand's dedicated lifeguards

  • Advertising
  • March 23, 2017
  • StopPress Team
TSB Bank shines a light on New Zealand's dedicated lifeguards

March may have brought with it the end of summer and temperatures aren’t as conducive to water-based activities but TSB Bank still sees the importance in highlighting the work of Surf Life Saving New Zealand by launching a 'between the flags' campaign, via Special Group and Exit Films, that gives New Zealanders an insight into those who patrol our beaches.

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McDonald's scoops February Ad Impact Award

  • Advertising
  • March 22, 2017
  • StopPress Team
McDonald's scoops February Ad Impact Award

Another month, another round of TVCs hitting our screens and after feedback from New Zealanders, Colmar Brunton has crowned McDonald's ‘Middle Seat’ spot by DDB the February Ad Impact Award winner.

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