Cannes Lions

MUSIC MAKES MORE MILK

DDB CANADA/VANCOUVER, Vancouver / BC DAIRY ASSOCIATION / 2013

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Overview

Entries

Credits

Overview

Description

No known restrictions.

Execution

We know that people want to know more about the source of their foods like never before. Music was the perfect fit to connect people with milk, and the farms milk comes from. Studies conducted around the globe, including in China and the UK, showed that music can have a calming effect on cows just like it does for humans, and a relaxed, happy cow produces more milk. Through music, people could not only understand the farming industry better, they could actually impact the farm’s output by composing a song to make cows happy and produce more milk.

Outcome

The campaign surpassed client expectations. There were 885 song submissions, exceeding the 500-entry target set by the client. There were 19,994 song plays and 891,808 votes. In addition, both mainstream national and international media outlets have covered the campaign.

One person noted, “created by my 3 year old” in the song description, which confirms our parent target is involved in the campaign. The age group accounting for the most entries was the 30-49 year old range that was part of our new target.

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