Cannes Lions

MILK

DUVAL GUILLAUME, Brussels / FLEMISH MILK BOARD / 2010

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Overview

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Credits

Overview

Description

The National Milk Board of Flanders wanted to make young people aware that they should drink milk now, to stay flexible later.

Execution

They did an undercover stunt in the national TV programme 'So You Think You Can Dance'.

Between all the young dancers, the Milk Board secretly signed up their own candidate: a 64-year old dancer called Leon. Leon made it to the actual TV show and was watched by over 700.000 people.That's 10% of the Belgian viewers.

After the show, the press was informed and an ad ran to claim the stunt officially.The message: 'Do you want to be able to dance like Leon when you're older. Drink milk now for later'.

Outcome

The stunt got coverage in all major newspapers, and made it to the 7 o'clock news.Leon didn't make it to the finals but everyone understood what milk can do for you.

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