Cannes Lions

Behind The Gifs

SID LEE, Paris / EUROPEAN MILK FORUM / 2019

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Case Film

Overview

Entries

Credits

Overview

Background

o Situation

Milk is less and less consumed in Europe, especially by the young generations.

o Brief

The European Milk Forum asked us to promote milk consumption to a younger audience in the midst of a generational withdrawal from dairy.

o Objectives

- Pedagogic messages around different milk consumption moments

- Get Milk back in the young generations' conversations in a fast and effective way

Idea

We selected the most popular GIFS and recreated what came before or after, revealing different moments of milk consumption.

We took over Twitter and Facebook, tracking down the top trending GIF's around the world.

Each time one of the original GIF was used, we automatically responded with our Behind the GIFs GIF, revealing a specific Milk moment linked to the GIF context.

Strategy

We wanted to speak the language of the target & make Milk part of the conversation where it's actually happening: on social media.

To express a reaction or an emotion, young generations use GIFs everyday on social media. They even respond to GIFs with GIFs. The users know what the GIF expresses, but they not know what triggered this reaction. They do not know what hides behind the GIFs.

We selected the most used GIFs on social medias, and recreated what came before and after each sequence, linking different moments of milk consumption.

On the most important day of the year for Milk (World Milk Day), we took over Twitter and Facebook, tracking down the top trending GIF's around the world. Each time one of the top GIFs was used, we automatically responded with our Behind the GIFs GIF, revealing a specific Milk Moment linked to the GIF reaction.

Execution

We selected the most used GIFs on social medias, and recreated what came before and after each sequence, linking different moments of milk consumption.

On the most important day of the year for Milk (World Milk Day), we took over Twitter and Facebook, tracking down the top trending GIF's around the world. Each time one of the top GIFs was used, we automatically responded with our Behind the GIFs GIF, revealing a specific Milk Moment linked to the GIF reaction.

Outcome

Our "Behind the GIF's" were reposted and seen 2 million times by users and their followers. We even responded to Ariana Grande's post and GIF and triggered a strong reaction in her community.

During World Milk Day, users chimed in asking for new "behind the GIFs".

We created a war room to create GIFs live to keep the operation going and posted dozens of new Behind the GIFs.

The campaign was hailed in many European medias.