Arla: advert-body-1 by Carmichael Lynch
- Location:
Dairy company Arla has rolled out its first-ever brand campaign in the US in hopes of appealing to "ingredient savvy" consumers who are becoming increasingly aware of the additives and preservatives found in foods. To create the $30m campaign, agency of record Carmichael Lynch asked kids to illustrate and explain what they think rBST and xanthan look like -- both of which are ingredients that Arla does not use in its cheeses. After hearing what the kids had to say, the agency brought their characterizations to life via two animated spots that show rBST and xanthan as monster-like characters that wreak havoc on their respective environments. The aim of the campaign is to show consumers that Arla does not use "weird stuff" like artificial growth hormones and additives in its products.
Credits
Chief Creative Officer: Marty Senn
Creative Directors: Brian Lambert and Tom Sebanc
Senior Writer: Ryan Falch
Senior Art Director: Doug Pedersen
Head of Production: Joe Grundhoefer
Executive Content Producer: Freddie Richards
Director of Business Affairs: Vicki Oachs
Senior Director of Brand Marketing: Emily Buchanan
Account Director: Sarah Scherbring
Account Supervisor: Anna Zuehlke
Senior Project Manager: Jessica Anderson
LIVE ACTION PRODUCTION:
Production Company: MAKE
Director: Jay Heyman
Executive Producer: Dana Locatell
Supervising Producer: Tim Mack
Producer: Holland Kemp
Director of Photography: Bill Winters
ANIMATION AND POST PRODUCTION:
Production Company: Hornet
Directors: Yves Geleyn, Dan & Jason
Executive Producer: Hana Shimizu
Head of Production: Sang-Jin Bae
Development Producer: Kristin Labriola
Producer: Desirée Stavracos
Editor: Anita Chao
Production Coordinator: Riley Spencer
Xanthan:
Director: Yves Geleyn
Designer: Glenn Hernandez, Yves Geleyn
Storyboards: Tony Maki
Lead Compositor: John Mattiuzzi
Compositor: Bea Walling, John Stanch
Line Producer: Joel Kretchman
Director of Photography: Toby Howell
Art Director: Tim McDonald
Animator(s): Pete List, Matt Christensen
Gaffer: Michael Yetter
Motion Control Operator: Richard Coppola
BB Electric: Chris Clarke
Key Grip: Garrett Cantrell
2nd Grip: Will Gottlieb
Sculptor: Michael Defeo
Fabricator(s): Pete Erickson, Hillary Barton, Illya Smelansky, Samantha Smith, Melissa Chow, Matt Christensen, Royal Jarmon, David Assel
Art Dept. Intern: Matt Scharenbroich
Matte Painter: Patrick O’Keefe
Color Correct: Shawn Knight
rBST:
Director: Dan & Jason
Designer: Eran Hilleli
Storyboards: Jeff Biancalana and Stephanie Dere
Lead CG: Eric Lane
Lead Compositor: Herculano Fernandes
Modeler: Gabe Askew, Eric Lane
Texturer: Gabe Askew, Eric Lane
Rigger: Brett Taggert
Lighting & Rendering: Kwan Au
Camera: Eric Lane
Pre-Viz: Eric Lane
Animators: Roman Kobryn, Eric Chou
CG Layout Artist: Eric Lane
Matte Painter: Eran Helleli
Color Correct: Shawn Knight
Documentary:
Creative Directors: Dan & Jason
Documentary Editor: Jonah Oskow
Social Teaser Editor: RJ Glass
MUSIC/SOUND:
TVC Music Company: Human
Sound Design: Antfood
Audio Mix: Heard City
TALENT:
Voice Over Talent: Audrey Stanfield (Announcer)
Xanthan Boy: Johnny Rocco
Xanthan Mom: Iris Moreira
rBST Girl: Leah Griffin
rBST Mom: Lori Rosario-Griffin