“The new Must Drink More Milk campaign has been positively received since it launched last June. It has generated a lot of discussion both on-and-offline amongst teens, and has helped grow the volume of milk sales in BC by nearly 3 per cent,” says Dean Lee, creative director, DDB Canada.

BC Dairy Foundation also recently announced the grand prize-winner of its user-generated contest, where consumers submitted their own milk videos to the You Tube channel milkvids to compete for prizes. “Puffer Fish” was awarded most creative by a panel of industry judges and its creator won a MacBook Pro computer. The most popular video was “2% milk = 98% Power” was awarded a JVC 80 GB high definition hard disk drive camcorder.

“The contest was a success and fun way to engage with our target online. Teens and young adults seem to have really enjoyed and the Must Drink More Milk concept. We were really impressed by the quality and variety of films that were entered into the contest,” says Liz Gurszky, director of market development and communication, BC Dairy Foundation.

Title: Arm Wrestling Client: BC Dairy Foundation Agency: DDB Canada, Vancouver Chief Creative Officer: Alan Russell Creative Directors: Dean Lee / Cosmo Campbell Copywriter: Kevin Rathgeber Art Director: Dan Strasser Graphic Designer: Brandon Thomas (Union of One) Agency Producer: Sue Bell Account Managers: Angela Scardillo, Brett MacFarlane, Lena Dawson, Svetlana Connolly Production Company: Curious Pictures Director: Abe Spear Executive Producer: Mary Knox Head of Production: John Cline Line Producer: Viet Luu Post-Production Company: Curious Pictures Editor: Sam Goetz Audio House: Pirate Radio Audio House Producer: Tom Emundson Colour: Company 3

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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