“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,” Colenso reminds us.

Millennials do NOT love being told what to do. And that spills much further than flouting their parents’ advice. They’re not wild about ad messages either.

So how do you get them to drink milk? Colenso BBDO’s new work for Anchor went around the problem and came out with something cool. “Cool” is how you get millennials to try things.

The campaign features three poems written and performed by World Champion Slam Poet, Harry Baker.

Baker has a degree in mathematics and a sharp mind for science. He explains complicated biology with relaxed rhyming prose. And that is appealing to under 30s.

Plus Baker’s words were brought to life in film (the preferred language of millennials) by three visual artists who interpreted one poem each using their distinctive disciplines. Dance and style icon, Parris Goebel, choreographed Blank Canvas.

Recent design graduate and budding filmmaker, Megan Au, shot Real.

And Assembly’s visual effects team led by Jonny Kofoed created Inside-out.

Creative director, Dave Brady, commented, “I love the way each film feels so different. The process required bravery and trust from both the client and ourselves to hold the reins lightly and collaborate from a very early stage with some interesting and very talented creative people. All the films draw you in beautifully and keep hold of you.”

The campaign aligns 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.

Fonterra marketing manager, Kevin Taffs, noted, “We were fascinated first by Harry’s articulation of milk, and then the collaboration between local artists to illustrate the goodness it provides. I think they’ve done a marvellous job.”

While providing the antithesis to traditional marketing, the campaign also inspires teenagers to be themselves and create their own definition of strength – an idea to which they’re already receptive.

“I think it’s fantastic that a brand like Anchor is talking to young people about building a strong body, getting out there in the world and giving it a go,” Brady commented.

“Everyone needs a healthy diet to reach their potential – especially young people who are still growing. We needed to reach a suspicious and possibly indifferent audience, and encourage them to reconsider dairy as being a relevant ingredient for balanced nutrition” stated Fonterra international group business director, Rachel Morgan.

Credits:
Agency: Colenso BBDO

Poems by Harry Baker

Production Company (Inside-out, Real): Assembly
Production Company (Blank Canvas): Brett Goebel & Parris Goebel via Studio 23
Filmmaker/DOP (Real): Megan Au

Sound Design: Peter Hobbs @ Harmonic Studio

Media Agency: MediaCom

Client: Fonterra
Andy Dasgupta: Chief Marketing Officer
Clare Morgan: Marketing Director
Otavio Faccina: General Manager Anchor
Kevin Taffs: Marketing Manager