Muscle and hair executions add strength + shine to new Anchor Milk campaign via Colenso BBDO

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Screen Shot 2015-03-30 at 11.02.05 am.jpgAnchor has recently built upon its ‘Must Be Milk’ campaign via Colenso BBDO, highlighting milk’s benefits of strengthening muscles and developing luscious hair.

These are the subjects of Anchor’s three-part ‘Must Be Milk’ campaign where milk’s benefits are brought to life through the stories of talented kiwis. These stories are told through TVCs, online films, and in print, but the most interesting demonstrations are happening in the real world. The latest instalments feature a kiwi dancer who is set for big things, and a fresh young kiwi model, and continue to evolve the campaign.

6.jpgThe campaign was created to take a look at the surprising benefits of milk but also to re-establish Anchor’s connection to New Zealand families. Each story is accompanied by ‘Behind the Scenes’ content, shot on the day of filming, that gives an insight into Mum’s view. The successes, the pride, and the upcoming challenges, it brings the commercials back down to earth and grounds them in the real world.

Says Allison Yorston, group marketing manager at Anchor: “These stories continue off screen and are a perfect example of how the right attitude, and the right nutrition can be instrumental in reaching your goals. They also let us see into Mum’s world as she lets go in order to let her child succeed. It makes for some emotional moments.”

Says Mick Stalker, 5.jpgdeputy CD at Colenso BBDO: “We didn’t want to play in the familiar to bring to life the benefits of milk and our search for interesting stories led us to some interesting people who were on a tipping point in realising their potential.”

Nathan and his Kiwi dance troop are about to appear in Hollywood movie, Born to Dance, and this has been the catalyst for Nathan to put university on hold as he goes to America to fulfill his dream. Similarly, Imogen, a fledgling model, has embarked on an exciting modelling assignment in Japan.

Says Stalker: “We wanted to bring the benefits of milk to life through real people and real stories and Nathan’s and Imogen’s were perfect. And let’s not forget their mums; their dedication to supporting and enabling the potential of their children and of course the role that nutrition and development have played in this.”

Executive Creative Director: Steve Cochran

Deputy Creative Director:  Mick Stalker

Senior Art Director: Jim Walsh

Business Director: Kat Sliper

Planner: Andy McLeish

Media Agency: MediaCom

Film Company: Flying Fish

Director – James Solomon

Producer – Sam Attenborough

Music Composition: Teeth & Muscle TVC – Flavio Villiani, For Hair – Mahuia Bridgeman-Cooper at Franklin Road

Post House: MANDY