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Synchronised Baristas and Dancing Cookies Capture the Joy in Califia Farms Plant Milk Musical

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Musical campaign from Goodby Silverstein & Partners highlights the joys of drinking Califia plant based milk

Synchronised Baristas and Dancing Cookies Capture the Joy in Califia Farms Plant Milk Musical

Calilujah! Today, Califia Farms launched its first-ever national TV spot with a plant-milk musical!

Words alone can’t describe the joy of sipping your first oatmilk latte. So Califia Farms and Goodby Silverstein & Partners (GS&P) made a musical instead. Their first work together, the inaugural campaign celebrates the Califia brand with the phrase ‘Calilujah!’ and unveils a full-on plant-based production—complete with synchronised baristas, dancing cookies and a giant piano shaped like the iconic Califia bottle. Watch the spot here:

“Our goal was to highlight the aha moment and feeling of joy that comes from discovering all different types of plant-based milks—whether it’s the best almond milk for smoothies, the perfect oatmilk latte or an easy recipe swap with coconut milk,” said Suzanne Ginestro, CMO at Califia Farms. “At Califia, we encourage people to dabble, experiment and explore all of the possibilities.”

“Calilujah” not only describes that feeling, but it also helps consumers pronounce the name—it’s Califia, like “Calilujah”!

To bring the idea to life, Califia and GS&P teamed up with a musical dream team, including Australian directing duo Augustus Punch (who drew on their musical experience working under Baz Luhrmann on Moulin Rouge) and choreographer Jenny Griffin (who worked on The Greatest Showman film as well as several music videos). Squeak E. Clean Studios composed the original track, which combines classic Broadway with the contemporary cool of today’s pop.

“It really is an homage to the Busby Berkeley musicals, or even ‘Beauty School Dropout,’” said Kurt Mills, associate creative director at GS&P. “But with a modern, almost music video execution that feels fresh and vibrant.”

The campaign will run globally across TV, digital and social, including bringing the song and dance onto TikTok. GS&P handled creative and media planning, and the campaign was born out of GS&P’s Brand Camp, a rigorous six-week research and brand-strategy sprint that culminates in a radically collaborative two-day workshop with the agency and client leadership team.


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Agency

Ad Agency: Goodby Silverstein & Partners

Client

Client: Califia Farms

Califia Farms

Chief Executive Officer: Dave Ritterbush

Chief Marketing Officer: Suzanne Ginestro

Senior Director, Brand Marketing: Maija Benincasa

Creative Director: Angela Kowalski

Creative Content Director: Mike Smolowe

Creative

Chief Creative Officer: Margaret Johnson

Associate Creative Director: Kurt Mills

Associate Creative Director: Daniel Righi

Art Director: Shelby Lemons

Copywriter: Lucy Sandwick

Production

Director of Production: Leila Gage

Sr. Producer: Molly Troy

Production: The Directors Bureau

Director: Augustus Punch

DP: Joost van Gelder

EP: Luke Ricci

EP / HOP: Jenni Sprunger

EP / Producer: Sloane Skala

Producer: Stephanie Bruni

Account Services

Managing Partner: Leslie Barrett

Account Director: Shanley McClure

Account Manager: Lauren Berry

Assistant Account Manager: Will Young

Business Affairs

Director of Business Affairs: Judy Ybarra

Business Affairs Manager: Brittany Longden

Brand and Communication Strategy

Partner, Head of Brand Strategy: Bonnie Wan

Partner, Head of Communication Strategy: Christine Chen

Communication Strategy Director: Nicole Richards

Communication Strategist: Matt McNamara

Junior Communication Strategist: Josh German

Group Brand Strategy Director: Katie Coane

Production
Edit

Editorial: Exile Edit

Editor: Lorin Askill

Assistant Editor: Eduardo Wong

Producer: Samantha Axelrod

Executive Producer: CL Kumpata

VFX

VFX/Finishing: The Mill

Executive Producer : Hillary Thomas

Producer: Dori Sharvit

VFX LEAD: Timothy Crabtree

Comp: Abigail Riegal, Mike Miller, Basabendu Sarkar, Satya Narina, Arun Kumar

Tracking: Elizabeth Hammer

Animation: Greg Rubner, Anastasia Skrebneva

Cleanup : AVV Suresh, Rose Mathew, Sathya Sagar Kolli, Abhishek Jain, Bandaru Shiva, Irshad Abdulla, Jijo Joseph, Vayuvegula Ganesh Chandra, Prathamesh Redkar

Roto: Chatta Ravikumar, Krishnakant Yadav, Mithil Warlikar, Narendra Kumar, Pateel Venugopal, Shreedhar Vijay Gholap, Shrikant Jadhav, Sureshkumar Venkateshappa

Colour

Colour: Company 3

Senior Colourist: Matt Osborne

Senior Producer: Blake Rice

Executive Producer: Ananda Reavis

VP of Short Form: Ashley McKim

Music

Music, Mix, and Sound Design: Squeak E. Clean Studios

Composer: Nolan Frank, Matthew Compton

Vocalist: Chaz Langley

Sound Design and Final Mix: Drew Fischer

Executive Creative Director: Rob Barbato

Music Producer: Blade Thornton

Executive Creative Producer: Michael Gross

Audio Post Producer: Angelina Phengphong

Genres: Choreography, Comedy, People

Categories: Food, Vegetarian / Vegan

Goodby Silverstein & Partners, Tue, 24 Aug 2021 15:20:49 GMT