Milk: "SO HE THINKS HE CAN DANCE" Promo / PR Ad by Duval Guillaume

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: FLEMISH MILK BOARD (VLAM)
Product/Service: MILK
Agency: DUVAL GUILLAUME
Date of First Appearance: Sep 23 2009 12:00AM
Entrant Company: DUVAL GUILLAUME, Brussels, BELGIUM
Creative Director: Katrien Bottez (Duval Guillaume Brussels)
Creative Director: Peter Ampe (Duval Guillaume Brussels)
Copywriter: Hans/Raoul (Duval Guillaume Brussels)
Art Director: Hans/Raoul (Duval Guillaume Brussels)
Account Director: Isabel Peeters (Duval Guillaume Brussels)
Account Director: Greet Wachters (Duval Guillaume Brussels)
Account Manager: Annelies Van Der Donck (Duval Guillaume Brussels)
Online Strategy: Kris Hoet (Duval Guillaume Brussels)
Media Planner: Davy Caluwaerts (Duval Guillaume Brussels)
Agency TV Producer: Emily Rammant (Duval Guillaume Brussels)
Online Project Manager: Lieven Dewitte (Duval Guillaume Brussels)
Public Relations: Olivier Trop (Duval Guillaume Brussels)
Media placement: Undercover participation - So You Think you can dance - 23/09/2009

Results and Effectiveness
The stunt got coverage in all major newspapers, and made it to the 7 o'clock news. Leon didn't make it to the finals but everyone understood what milk can do for you.

Creative Execution
They did an undercover stunt in the national TV programme 'So You Think You Can Dance'. Between all the young dancers, the Milk Board secretly signed up their own candidate: a 64-year old dancer called Leon. Leon made it to the actual TV show and was watched by over 700.000 people. That's 10% of the Belgian viewers. After the show, the press was informed and an ad ran to claim the stunt officially. The message: 'Do you want to be able to dance like Leon when you're older. Drink milk now for later'.

Insights, Strategy & the Idea
The National Milk Board of Flanders wanted to make young people aware that they should drink milk now, to stay flexible later.