Mia & Morton, Dairy Farmers of Canada Charming New Film: A Story of Canadian Cheese | AdStasher

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Mia & Morton, Dairy Farmers of Canada Charming New Film: A Story of Canadian Cheese

Dairy Farmers of Canada (DFC) has launched a new campaign to help elevate the quality perception of Canadian cheese and give it social ca...




Dairy Farmers of Canada (DFC) has launched a new campaign to help elevate the quality perception of Canadian cheese and give it social cachet amongst a new millennial target.

With new trade laws soon making imported cheese more accessible to the Canadian consumer, DFC has crafted a narrative that establishes Canadian cheese as a global competitor and an indulgence worth exploring. With the millennial target in mind, the campaign suggests that what separates Canadian cheese from imported European cheese, is the creativity of Canadian cheese makers.

“Canadian cheeses are recognized for their quality and flavour around the world,” says Sébastian Bergeron, assistant director, Marketing, DFC. “The integrated campaign looks at how Canadian cheeses are crafted and enjoyed through the lens of creativity, from the Canadian cheese makers who make new cheeses that represent where they’re from and what they love, to the consumers who cook for their loved ones and friends.”

To bring this message to life, the integrated campaign by DDB Canada features Mia & Morton, a short, animated film that chronicles the journey of a young, Canadian cheese-maker as she learns the craft and begins to express herself differently from her traditional father.

“Rather than tread the well-worn traditionally crafted, artisanal quality story typical in cheese advertising, we share a new story for Canadian cheese,” says Paul Wallace, executive creative director, DDB Canada Toronto. “Inspired by a mosaic of traditions, peoples and tastes, Canadian cheese-makers are unburdened by tradition and unbound by rules, leaving them free to craft new, creative cheeses in any manner their heart desires.”

The film appears on YouTube and through targeted Facebook advertisements, with 15 and six-second preroll cutdowns, each driving to https://www.canadiancheese.ca. Designed and developed by Tribal Worldwide, the new site shines a spotlight on some creative Canadian cheese makers and introduces a handy pairing tool for creative serving ideas. Out-of-home advertisements and social media extensions also feature unique pairings perfect for Canadian cheese.

To bring the campaign to life at retail, TracyLocke invites shoppers to experience the creativity of Canadian cheese for themselves, and to be inspired by it. To initiate trial and purchase, the program features in-store campaigns at retailers across Canada, highlighting delicious cheeses to serve for the upcoming holidays. A detailed and descriptive brochure instructs shoppers on how to create their own perfect cheese boards, and suggests pairings from the traditional to the bold and unexpected. Finally, in-store cheese samplings allow shoppers to experience Canadian cheese first-hand.

A Cheese of the Month Club program by DDB PR rounds out the campaign over the course of 2017, by inviting tastemakers and influencers to taste the creativity of Canadian cheeses and suggest pairings that their followers can explore.

The campaign launched on April 10, 2017 and runs until mid-June, with a second flight planned for fall 2017. Initiative is responsible for the media planning and buying.

CREATIVE CREDITS:
Project: Dairy Farmers of Canada "Mia & Morton"
Client: Dairy Farmers of Canada

Agency: DDB Canada, Toronto
Chief Creative Officer: Cosmo Campbell
Executive Creative Director: Paul Wallace
Copywriter: Evan Wallis
Art Director: Dean Hamann
Agency Producers: Julia Morris, Tracy Haapamaki
Group Account Director: Jenni Cowdy
Account Director: Heather Moffat
Account Executive: Cassia Napier
Director of Strategy: Brett McDonald
Lead Designer: Duncan Collis
Tech Director: Justin MacLeod
UX: Jordan Kentris
Developer: Tyson Yau

Production Company: Gentleman Scholar
Directors: William Campbell & Will Johnson
Executive Producer: Jo Arghiris
Head of Production: Rachel Kaminek
Senior Producer: Tyler Locke
Art Director: Paul Kim
CG Supervisor: Tim Hayward
Storyboard: Brian Deloach
Design: Paul Kim, Hana Yean
Additional Design: George Fuentes, James Levy
Character Modeling: Hannah Josepher
Modeling: Mike Ko, Robin Kim, Mike Dupree, Paul Kim
Texture: Mike Ko, Michael Rogers, Paul Kim
3D Generalists: Juan Carlos Cuadra, Jacques Clement, Gaby Gorostieta, Ryan Kaplan
Character Animation: James Lane, Kevin Phelps, Evan Mayfield
Rigging: Lee Wolland, Tim Hayward
Hair/Fur: Adnan Hussain
Cloth Simulation: Tim Hayward
Lighting: Hao Cui, Chris Fung, Robin Kim
Compositing: Lavoy, Kevin Njoo
2D Animation: Lauren Tom

Audio House: Grayson Matthews
Music Supervision: Supergroup
Musical Artist: Rose Cousins



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AdStasher: Mia & Morton, Dairy Farmers of Canada Charming New Film: A Story of Canadian Cheese
Mia & Morton, Dairy Farmers of Canada Charming New Film: A Story of Canadian Cheese
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