Is Cravendale Really Milk? W+K London Explores in Latest Campaign
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Wieden+Kennedy asks 'Is Cravendale really milk?'
Arla Cravendale is launching ‘It’s Not Milk’, a new advertising campaign, created by Wieden+Kennedy London, celebrating that not all milk is created equal.
The campaign shines a spotlight on Arla Cravendale’s filtered milk, which makes it pure, longer-lasting and nicer-tasting and tells viewers that Cravendale is not milk, it’s fresh milk that’s filtered for purity.
Led by a 30’ TVC, the campaign whizzes through unusual situations where various people, ranging from a pair of tennis commentators to a clumsy robber to a milky silicon valley CEO and even a (familiar) cat with thumbs, repeatedly state ‘IT’S NOT MILK’. The spot, directed by Conor Byrne and produced by Hungry Man, ends on a farmer who breaks the format for consumers saying: “it’s not milk, it’s fresh milk that’s filtered for purity.”
The radio creative leads with a different approach, taking advantage of the fact Cravendale’s a milk brand claiming to be the opposite by playing on the convoluted legal terms and conditions, via an eventually breathless voiceover artist.
Emma Stanbury, at Arla Cravendale, said: “The new campaign celebrates what makes Arla Cravendale a cut above; that it’s filtered for purity. Throughout the ad we see Cravendale being
sought after in lots of different scenarios to convey it’s milky marvelousness. Step aside Champagne, a flute of Cravendale anyone?”
Joe de Souza, creative director, Wieden+Kennedy London, said: “Cravendale is not milk. Wait, what? Well...contrary to popular belief, not all milk is created equal. The campaign’s called ‘It’s Not Milk’ (but Arla Cravendale’s lawyers have advised us to make it clear in all press releases that Arla Cravendale definitely is milk, just fresh milk that’s been filtered for purity)."
Creative Director: Joe De Souza
Creatives: Jake Attree, Matt Callaby
Executive Creative Directors: Tony Davidson
Group Account Director: Francesca Yeates
Account Director: Charlotte Gunn
Account Manager: Julia Fish
Planning Director: Georgia Challis
Planner: Vincent Johnson
Tv Producer: Amy Leach
Motion/Animation Design: Jon Harris
Business Affairs: Jo Woodford
Production Company: Hungry Man
Director: Conor Byrne
Producer: Jack Beardsley, Tyler Byrne
Production Manager: Lana Henry
Director of Photography: Kit Fraser
Production Designer: Sopo Khareebashvili
Editorial Company: TenThree
Editor: Quin Williams
VFX Company: Electric Theatre Collective
VFX Producer: Elle Lockhart
Grade: Luke Morrison
Service Production Company: Sarke Studio
Line Producer: Nikoloz Apriashvili
Mix Company: Wave
Sound Design + Mix, Parv Thind
Genres: People, Dialogue
Categories: Media and Entertainment, TV and RadioWieden+Kennedy London, 7 months ago