Category: Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand
Advertiser: FÉDÉRATION DES PRODUCTEURS DE LAIT DU QUÉBEC
Product/Service: MILK
Agency: NOLIN BBDO
Creative Director: Stéphane Charier (Nolin BBDO)
Copywriter: David Allard (Nolin BBDO)
Art Director: Michel Barrière (Nolin BBDO)
Art Director: Mélanie Baillairgé (Nolin BBDO)
Account Director: Lyne Clermont (Nolin BBDO)
Account Executive: Annie Brissette (Nolin BBDO)
Electronic Producer: Geneviève Clément (Nolin BBDO)
Print Producer: Sylvie Ouzilleau (Nolin BBDO)
Art Buyer: Josée Berniqué (Nolin BBDO)
Web Project Manager: Martin Savard (Nolin BBDO)
Media: (Touché ! PHD)
Director: Richard Ciupka (Cinélande)
Director: Yves-Christian Fournier (Jet Films)
Director: Guillaume De Fontenay (La Cavalerie)
Music: (Apollo)
Sound Studio: (Sonart)
Director - Self Promotion & Interviews: Jonathan Desbiens (Alt Production)
Programming And Web Integration: (Quatre Cent Quatre)
Media placement: Short Films - Web - 11 March 2012
Campaign Description
There are no special regulations surrounding branded entertainment in Quebec. All the standard regulations apply, but there is no specific mention concerning branded entertainment.
Effectiveness
The Fédération des producteurs de lait du Québec and Nolin BBDO joined efforts once again to create this new campaign, ‘Le lait, source naturelle de réconfort’, in which 3 directors who worked on previous memorable milk campaigns were given carte blanche to present to the Quebec public their personal perception of comfort in the form of a short film.
Milk being a generic product on the market, it is somewhat of a challenge to make it stand out from its beverage counterparts. Our objective is for milk to stay competitive in the beverage market. Thus, Richard Ciupka directed ‘Le cahier bleu’, Yves-Christian Fournier, ‘Demain, elle n’a pas d’école’ and Guillaume de Fontenay,’ Le retour’. Furthermore, posters were made to promote each of the short films. A new short movie will be released each week accompanied by a short interview with the filmmaker on the Tou.tv website. This is the first time since its creation that Tou.tv devotes an entire section to an advertiser.
Concurrently, lelait.com, a microsite designed for this campaign, will host the short films and interviews. More so, ads airing in rotation on Radio-Canada and Tou.tv will promote the presentation of the short films. Finally, Milk invites the public through its microsite to send short clips of their comforting moments. A short film, ‘Le réconfort vu par vous’, will then be created with a selection of the received clips, therefore conceiving a collective and representative ensemble of the Quebecers’ perception of comfort. The amateur filmmakers will not only get the chance to win prizes but will also receive a unique code, giving them access to the online premiere of the short film.
Implementation
- Web banners on MSN.ca, Radio-Canada.ca, Youtube.com, Cyberpresse, tou.tv and on the web network Olive.
- 2 TV spots on SRC and on tou.tv.
- Permanent icon on tou.tv.
- Tou.tv promoted the short films on their Facebook and Twitter accounts.
Outcome
The campaign was launched in March 11 2012. We do not have any significant statistical information to share at this moment.