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a2 Milk: Catfish
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.
Head of Design: Stephanie Yung Related |
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