BC Dairy Foundation - Arm Wrestling - (2009) :30 (Canada)

“The new Must Drink More Milk campaign has been positively received since it launched last June. It has generated a lot of discussion both on-and-offline amongst teens, and has helped grow the volume of milk sales in BC by nearly 3 per cent,” says Dean Lee, creative director, DDB Canada.

BC Dairy Foundation also recently announced the grand prize-winner of its user-generated contest, where consumers submitted their own milk videos to the You Tube channel milkvids to compete for prizes. “Puffer Fish” was awarded most creative by a panel of industry judges and its creator won a MacBook Pro computer. The most popular video was “2% milk = 98% Power” was awarded a JVC 80 GB high definition hard disk drive camcorder.

“The contest was a success and fun way to engage with our target online. Teens and young adults seem to have really enjoyed and the Must Drink More Milk concept. We were really impressed by the quality and variety of films that were entered into the contest,” says Liz Gurszky, director of market development and communication, BC Dairy Foundation.

Title: Arm Wrestling
Client: BC Dairy Foundation

Agency: DDB Canada, Vancouver

Chief Creative Officer: Alan Russell
Creative Directors: Dean Lee / Cosmo Campbell
Copywriter: Kevin Rathgeber
Art Director: Dan Strasser
Graphic Designer: Brandon Thomas (Union of One)
Agency Producer: Sue Bell
Account Managers: Angela Scardillo, Brett MacFarlane, Lena Dawson, Svetlana Connolly

Production Company: Curious Pictures

Director: Abe Spear
Executive Producer: Mary Knox
Head of Production: John Cline
Line Producer: Viet Luu
Post-Production Company: Curious Pictures
Editor: Sam Goetz
Audio House: Pirate Radio
Audio House Producer: Tom Emundson
Colour: Company 3