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a2 Milk: Catfish

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a2 Milk, a licensed brand under Burnaby, BC based Agrifoods Cooperative, is introducing a first of its kind milk campaign to show Canadians that not all milks are equal. Created by agency partner Zulu Alpha Kilo, the star of the digital-first campaign is a dishonest catfish who contrasts the easier to digest benefit of a2 Milk against a humourous, relatable life moment that is anything but digestible. The objective was to disrupt purchasing habits and get people to consider a new brand of milk that helps them feel amazing. In one video, we see a first date set in a coffee shop. The woman is on her phone looking at a dating app comparing her date, the catfish, to his fake dating profile. She realizes that she’s been ‘catfished’, pours some a2 Milk into her coffee and takes a sip to feel better, proving that a2 Milk is easier to digest than being catfished, by a real catfish. The new campaign is rolling out this week across social media platforms, digital video and display.
Credits Other credits

Head of Design: Stephanie Yung

Design Director: Dejan Djuric

Designer: Kevin Sato, Jackman Chiu

Account Team: David Tremblay, Samantha Tang

Planning Team: Heather Segal, Shaunagh Farrelly

Director of Integrated Production: Ola Stodulska

Clients: Danielle Pearson, Ursula Klein, Lindsey Simpson

Media Agency: Zenith

Media Agency Planner: Steve White, Renee Newton, Sean O'Connell


Production House Line Producer: Adrian Cheung

Video Post Facility / Editing Company: Zulubot

Executive Producer: Tom Evans

Head of Production Adam Palmer

Post Production Producer: Sarah Dayus

Editor: Brian Noon

Sound Design: Noah Mroueh

Motion Design: Matt Greenwood

Studio Director: James Graham

Studio Team: Jeanette Downes, Jenny McCraken, Mila Lukezich, Ashleigh O'Brien

Web Developer: Kyle Collins

Transfer: The Vanity

Colourist: Andrew Exworth

Executive Producers: Stephanie Pennington/Katie Oliver

Online: Dan Margules /Asst: Felipe Chaparro

VFX Artist: Dan Margules

Audio Post Facility/Music House: Oso Audio

Audio Director: Harry Knazan

Engineer: Leo Hicks

Producer: Harry Knazan

Executive Producer: Jane Heath

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