01.28.08

Dairy Farmers of Canada TV spots

TV/Radio Commercials, Consumer

Through testing, Toronto, Ontario ad agency Due North discovered that teens have a low attention span (not a big surprise). Looking for a campaign that would extol the benefits of milk to this challenging target audience, the agency approached Head Gear Animation with the concept for a series of very short ads. The thinking was to bombard the viewer with multiple spots in one sitting with an array of provocative and crazy images that lead to profound reflection on the benefits of calcium ingestion. Head Gear got to pull out all the animation stops and dig deep into their artistic brains. Drawing on a full-range of animation styles (stop motion, clay animation, cel, 2-D, collage) the result is a series of 50 spots, each 5-seconds long and with a different message and look. The response to the odd, quirky and rich campaign has been "udder stupefaction."

Shawn Wells, Due North, art director; David Gee, Due North, writer; Julian Grey/Kyle Griblin/Isaac King, Head Gear Animation, animators/directors; Kathryn Rawson, producer; Francis Smith-Hughes, agency producer; Head Gear Animation, production company; Due North, ad agency.

www.duenorth.comwww.headgearanimat ...