For Arla Cheese’s first-ever, fully integrated U.S. brand campaign, we asked kids what they thought xanthan gum, sorbic acid and other food additives were, without letting them know that they were ingredients often found in competitors’ sliced and cream cheeses. Naturally, they dreamed up monsters, robots and other strange things. The kids were then partnered with award-winning animators who brought their fantastical stories and drawings to life in two 30-second spots and two behind-the-scenes mini-documentaries which launched with a movie theater premiere during the Tribeca Film Festival. Their ideas were also used in social executions, print and other media.
Films directed & animated by Hornet and Make. Product photography by Nigel Cox.
Marty Senn, Brian Lambert, Tom Sebanc, Ryan Falch
CAMPAIGN ELEMENTS (DOCUMENTARIES, TV/WEB VIDEOS, SOCIAL, PRINT, THEATER LAUNCH EVENT)