50 milk spots
In total there will be 50 spots in this campaign, all by Head Gear Animation Toronto. There are 19 completed now and the remainder will be completed between now and Christmas. As each spot is completed, it begins airing.
Although short, they are full commercials. Through testing the agency discovered that teens (the target audience) have a low attention span and so they decided to make a whole bunch of very short ads.
The agency requested that they be made odd, quirky yet also rich. The concept is to have a different look for each spot, which was a wonderful opportunity for Head Gear as they got to pull out all the animation stops and dig deep into their artistic brains. The campaign draws on the full range of animation styles: stop motion, claymation, cel, 2D, collage, etc, etc.
Head Gear has also edited 6 of their favourites together and they are posted on YouTube here:
Client: Dairy Farmers of Canada
Agency: Due North Communications, Toronto
Creative Director: Karen Howe
Copywriter: David Gee
Art Director: Shawn Wells
Directors: Steve Angel, Julian Grey, Isaac King, Philippe Blanchard, Sean Branigan
Animators: Steve Angel, Julian Grey, Isaac King, Philippe Blanchard, Sean Branigan
Compositors: Julian Grey, Isaac King, Philippe Blanchard, Sean Branigan, Kyle Griblin
Producer: Kathryn Rawson
Production Company: Head Gear Animation, Toronto
Editorial: Head Gear Animation, Toronto
Sound Design: Head Gear Animation, Toronto
Sound Mix: Deschamps Studios, Toronto