Building on the success of the 'Don't take your body for granted' campaign, BCDA launched a campaign for milk that took viewers back to the Stone Age, a time when making healthy food choices could have an immediate impact on survival. The campaign used cutting-edge animation and humour with cavemen, dinosaurs, and other fierce prehistoric beasts, cleverly setting up the tagline: “It’s always been survival of the fittest. Drink milk.” Campaign elements included television, cinema, outdoor, promotions, point-of-purchase executions, and an original interactive Web site that actually brought the caveman ‘back to life'.
Above are one of the four print ads. The first was used in bus shelters and as posters and the second was developed to be used as a postcard.
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