GIVE A COW A BREAK CGI

Challenge

Develop a campaign that would disrupt the flavored dairy milk market and switch consumers to flavored coconut milk.

Solution

From a series of strategic client workshops, the market proposition was defined as ‘Give a Cow a Break’. The proposition fused humor with interest to engage and drive a consumer switch consideration. The campaign was executed in animation with the development of specific cow characters that would drive longevity of the campaign. Each character being assigned unique features and name. The concept was executed in a farming scene where the cows plotted their own escape from the dairy to ‘Give a cow a break’ that replayed the concept of the Great Escape.

This would become the brand platform for a suite of material and communications:

  • 15 and 30 second TVC animation
  • Outdoor billboard campaign
  • Point of Sale (POS) materials.

Result

In market, on shelf and selling!