Cannes Lions

DRINKS - NON-ALCOHOLIC DRINKS

LOWE CAMPBELL EWALD, Detroit / MILK PEP / 2014

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Film
Film

Overview

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Credits

Overview

Description

Our mission with the launch of the “Milk Life” campaign is to show how starting your morning with milk can help power the potential of every day. The campaign spotlights everyday moments of accomplishment, achievement and enjoyment. Visually impactful milk splashes, created with the latest in graphic and animation technology, bring to life how families who include milk’s protein at breakfast make the most of their day.

Execution

Using milk splashes created in CGI in combination with a full day of practical milk splashes shot on a stage, we were able to show something amazing: the unseen effect that milk's protein has on a person's energy. It's an outward visual manifestation of protein when it's needed most. Custom computer algorithms were written that recreated the unique flow of liquid milk and were utilized in tandem with a visual effects supervisor's imagination and skill to captivate consumers, allowing us to show milk in a way that it's never been seen before.

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