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 animators who brought their fantastical stories and drawings to life in two 30-second spots and two behind-the-scenes mini-documentaries. Their ideas were also used in social media, print and other media.
"Xanthan":30 TV Spot
The project launched with a movie premiere in New York during the Tribeca film festival.
The documentaries, spots and movie posters based on the kid's designs lived on social media.