The campaign features real New Zealanders and their 'go strong' stories. A powerful 60-second film shows glimpses of these stories in a way that feels almost like a movie trailer. Shorter length films then feature individuals using their physical and Medulla Oblongata.jpginner strength in taking on a diverse range of life challenges. Anchor product is cleverly interwoven as abstract macro shots that add to the adrenalin pumping nature of the stories. Each film invites consumers to find out more of the background behind the stories online.

"This campaign is designed to get people to not only think 'Go Strong' but to feel it. We found an amazing cast of New Zealanders willing to share their stories of strength. Not only has this enabled us to capture some uniquely honest and genuine stories, but also to show the diversity of what it is to be a New Zealander today."

It is an entirely new approach from the Fonterra brand. And an approach that is unconventional for the category.