Dairy Farmers of Canada launches 3D ad campaign
Catching the wave of 3D movies this summer, the dairy association continues to build relevance with its teen audience.
The Dairy Farmers of Canada (DFC) is launching a 3D advertising campaign in cinemas across Ontario and the Maritimes this summer. Building on the same strategy that shaped its teen-targeted, five-second ‘Dot Spot’ milk campaign, launched a year and a half ago, the new 3D commercials will each feature the different benefits of milk, like growth, energy and refreshment.
The spots, created by Toronto’s Due North Communications and animated by Head Gear Animation, with media handled by M2 Universal, will appear at Cineplex theatres showing 3D movies – 19 in all – beginning on July 3rd with the release of Ice Age 3D.
‘They’re a very important audience for the brand,’ says DFC assistant director, marketing and nutrition communications Solange Heiss of the campaign’s teen target, in a recent release. ‘It’s important for the milk brand to be leading-edge in order to continue to build its relevance with [them].’
Due North group account director Rob Nadler adds that the upcoming wave of 3D movies presented the perfect opportunity to ‘shatter [teens'] expectations’ and build on last fall’s campaign, which also featured spots specifically designed for the target demo’s mobile phones.