ANCHOR MILK SLAMS INSIDE OUT

TitleANCHOR MILK SLAMS INSIDE OUT
ClientFONTERRA
Product / ServiceMILK
CategoryA02. Script
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Media Placement MEDIACOM NEW ZEALAND Auckland, NEW ZEALAND
Production ASSEMBLY Auckland, NEW ZEALAND
Production 2 HARMONIC STUDIO Auckland, NEW ZEALAND

Brief Explanation

World Champion Slam Poet Harry Baker performs a poem about the incredible goodness found in milk. The piece encourages teenagers to reach their potential by giving their body the nutrition it needs. The script explains complex science through relaxed and rhyming prose, and is supported by sound design that explores a mix of similes and abstract metaphor related to milk. The words were brought to life visually by combining film footage, 3D and stills with simple black and white typography across one horizontal camera move. The simplicity of the idea forced us to be inventive with how we depict scenes and handle transitions. We pulled out key phrases of the poem using animated type that emphasises certain sections to add another level of engagement. By diverging from literal meaning in the script, we created new layers of meaning through visual dissonance that elevated the words in an unexpected way.

Credits

Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Dave Brady Colenso BBDO Creative Director
Samuel Trimble Colenso BBDO Art Director
Georgia Johnstone Colenso BBDO Copywriter
Harry Baker Independent Copywriter
Rachel Morgan Colenso BBDO International Group Business Director
Annabel Rees Colenso BBDO Group Business Director
Tymon Rackley Colenso BBDO Senior Account Manager
Jen Storey Colenso BBDO Head of Broadcast
Mylene Ong Colenso BBDO Head of Planning
Otavio Faccina Fonterra General Manager
Kevin Taffs Fonterra Marketing Manager
Peter Hobbs Harmonic Studio Composer
Jonny Kofoed Assembly Director of Motion & Design
Helen Naulls Assembly Producer
Gary Sullivan Assembly 3D Animator
Alex McLeod Assembly 3D Animator
Josh Fourt-Wells Assembly 3D Animator
Leonel Zarpelon Assembly 2D Animator
Links
Website URL