Title | ANCHOR MILK SLAMS INSIDE OUT |
Brand | FONTERRA |
Product / Service | MILK |
Category | A02. Script |
Entrant | COLENSO 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 |
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 |
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.