For the first 13 years of our lives we do exactly what our parents tell us. For the next 13, we do the exact opposite. At a time when parental influence is on the decline, the teenage years are actually when the body needs the vital nutrition of milk the most. Anchor believes every New Zealander needs the best nutrition to reach their full potential, but have traditionally aimed their communications predominantly at mums. We needed a fresh way to reach a new audience, so this campaign was designed to connect directly teenagers at this important time of life.

World Champ Slam Poet Harry Baker wrote three poems about milk. Each poem was brought to life by a visual artist who interpreted the words. “Inside-out” is animated using motion graphics, “Real” is a short documentary-style filmed experiment, and “Blank Canvas” is choreographed and performed by dance icon, Parris Goebel. Our films also ran in cinema and as TV spots.

We used each poem to create three pieces of radio that explore a range of effects and real-world sounds associated with milk.

To reach young people around cities and universities, we created street posters inspired by social media and a fragmented experience of images. The poems were also published as print layouts in student magazines across the country.

Through Snapchat, Instagram and Facebook we created online communities for teens to further explore the campaign, and become part of it by sharing their own content.