Dairy Farmers of Canada (DFC) would be proud to know that I grew up hearing “Milk does a body good” a message that my mother instilled in me growing up. Their latest campaign which launches on July 3rd is a Canadian first and will be a 3D advertising campaign shown at Cineplex theatres throughout Ontario and the Maritimes. The “3D Dots” campaign was developed by Toronto-based Due North Communications and Head Gear Animation (created the animation) will be an extension of the teen-targeted, award-winning five-second “Dot Spot” Milk campaign, which launched in the fall of 2007, and has since aired 129 spots. The first to market with a five-second television and cinema Milk advertising campaign, DFC will also be the first organization to market 3D spots. The spots will launch at 19 theatres showing 3D movies this summer, the first is the movie Ice Age 3D.
“It’s important for the Milk brand to be leading-edge in order to continue to build its relevance with our teen consumer,” said Solange Heiss, assistant director, marketing and nutrition communications at DFC. “They’re a very important audience for the brand. Creating a 3D ad campaign demonstrates how we are committed to finding new, fun and effective ways to reach teens.”
The 3D spots each communicate one single benefit for Milk, which is a continuation of the strategy developed a year and a half ago by DFC. In these spots, the benefits are growth, energy and refreshment.
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