Anchor: Real

Credits & Description:

For the first thirteen years of our lives we do exactly what our parents tell us. For the next thirteen we do the exact opposite. To engage a new audience, Anchor and Colenso BBDO have collaborated with World Champion Slam Poet Harry Baker and visual artists like Parris Goebel to create three performance poems about milk. The campaign aligns directly with Anchor’s 'Go Strong' platform, the belief being that the nutrition in dairy provides the strength which builds confidence to give anything a go. The project aims to inspire teenagers to be themselves and create their own definition of strength.
Category: Drinks, non-alcoholic
Client: Fonterra Brands New Zealand
Agency: Colenso BBDO, Auckland
Production: Assembly / Brett Goebel & Parris Goebel via Studio23
Country: New Zealand
Creative Chairman: Nick Worthington
Creative Director: Dave Brady
Art Director: Samuel Trimble
Copywriter: Georgia Johnstone
Producer: Michelle Hong
Head of Broadcast: Jen Storey
Designer: Mike Davidson
Colenso BBDO
International Group Business Director - Rachel Morgan
Group Business Director - Annabel Rees
Senior Account Manager - Tymon Rackley
Head of Planning - Mylene Ong
Digital Strategy Director - Sarah Barrett
Digital Strategist - Holly Dean
Head of PR & Activation - Paul Gunn

Collaborators
Words by Harry Baker
Sound Design: Harmonic Studio
Peter Hobbs - Composer
Production Company: Assembly
Jonny Kofoed - Director of Motion & Design (Inside-out)
Megan Au - DOP ('Real')
Claire Graveline - Photographer (Real)
Production Company: Studio23 (Blank Canvas)
Brett Goebel
Parris Goebel
Choreography: Parris Goebel (Blank Canvas)
Client
GM Anchor - Otavio Faccina
Marketing Manager - Kevin Taffs
Director of Marketing - Clare Morgan
CMO - Andy Dasgupta
Media Agency: MediaCom