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Daft Punk-Inspired Spot Shows How Almonds Are the 'Milk of the Land'

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Lightning Orchard launches new campaign for plant-based beverage brand Silk

Daft Punk-Inspired Spot Shows How Almonds Are the 'Milk of the Land'

There’s no denying Americans love dairy. They love it so much, they’ll consume it even if it may make them feel awful later. The idea of giving up beloved dairy can be anxiety inducing for some people as consumers seek to understand more about plant-based, like where the ingredients come from and how plant-based products are made.

That’s why plant-based beverage brand Silk is on a mission to demystify plant-based products, starting with its new 'Milk of the Land' campaign from Lightning Orchard that launches today.

Silk plant-based offerings are born from the sun, rain and soil; familiar, beloved, bedrock things. The land is where it all starts. By showing how its main ingredients are grown, not made, using familiar natural elements (to a catchy new twist on Daft Punk’s 'Technologic'), Silk positions itself as a great-tasting, standalone offering, not an alternative to dairy. Additional spots featuring other Silk plant-based products will be released throughout 2021.

Derek Neeley, vice president, Silk, comments: “We set out to demystify our plant-based offerings by helping to familiarize consumers with their origin story through this engaging, energizing campaign. As the leader in plant-based beverages, it is our duty to enlighten viewers on how plant-based products like almond, oat and soy are simply grown from the land, and show that they’re a standalone option - not an alternative! – that both taste good and are good for the planet.”

Laura Janness, founder and chief strategy officer, Lightning Orchard, says: “Switching from dairy to plant-based makes people feel anxious, because they may not understand how plant-based products are made. Our campaign sets out to reduce the anxiety people may feel by making Silk familiar and fun.”

Jeff Kling, founder and chief creative officer, Lightning Orchard, comments: “The new Silk campaign aims to normalize plant-based products by showing familiar things that lead to their creation, such as the sun, soil and rain, all explained through a Daft Punk song.” 

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Silk Team

Carlos Veraza : President Danone US

Domenic Borrelli : President, Plant Based Food, Beverages and Premium Dairy

Andrew Hartshorn : SVP, Plant-Based Food & Beverages

Dan Hamilton : VP, Brand Elevation

Derek Neeley : VP, Marketing, Silk

Allison Ingalls : Director, Director of Campaign Communications Development

Jordan Hunt : Sr.Manager, Integrated Marketing

Drew Civelek : Senior Brand Manager, Silk

Maren Zanotti: Brand Manager, Silk

Olivia Sanchez : VP, Marketing – Coffee House Creations

David Robinson : Marketing Director

Maureen Maher : Brand Manager

Lia Stierwalt : Senior Marketing Director

Joshua Cook : Brand Manager

Lightning Orchard

Jeff Kling: Copy

Jimm Lasser : Art

Caleb Jensen : Copy

Donjiro Ban : Design

Alison Dyer : Design

Paige Whitaker : Art

Nate Cepis : Design

Barney Robinson : Account Management

Lucie Kittel : Account Management

Laura Janness : Strategy

Alex Nguyen : Strategy

Sherri Levy : Production

Christina Carter : Production

Serial Pictures

Director: John Hillcoat

Founding Partner/EP: Violaine Etienne

Head of Production: Jennifer Gee

Line Producer: Jessica Cooper

AU Production Service Collider

Executive Producer: Olivia Hantken


Editor: Conor O’Neill

Executive Producer: Sasha Hirschfeld

Senior Producer: LauRenn Reed

Editor Assist: Ling Chua


Colorist: Mark Gethin

Executive Producer: Meghan Lang Bice

Senior Color Producer: Diane Valera


VFX Supervisor: Urs Furrer

2D VFX artists: Dan Ellis, Sam Kolber

Producer: Serena Noorani

Executive Producers: Patrick Nugent & Kim Christensen

Managing Director: Jennifer Sofio Hall


Creative Animation Studio: Feed Me Light

Executive Creative Director: Denis Bodart

Executive Producer: Ryan Goodwin-Smith

Creative Producer: Daniela Hornksov Sun

Production Assistant: David Botchey

2D animation: Erwin Rieffel

2D animation: Julien Becquer

Compositing: David Bauer

Wave Studios

Sound Designer/Mixer: Aaron Reynolds

Executive Producer: Vicky Ferraro

Music: New Math

Composer: Jared Hunter

Engineer: James Harned

Producer: B Muñoz

Executive Producer: Kala Sherman

Genres: Music & Sound Design

Categories: Food, Vegetarian / Vegan

Lightning Orchard, Fri, 16 Apr 2021 09:05:11 GMT