Anchor Radio Inside-out [radio] by Colenso BBDO Auckland

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Inside-out [radio]

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Industry Milk
Media Radio
Market Australia
Agency Colenso BBDO Auckland
Creative Director Dave Brady
Art Director Samuel Trimble
Copywriter Georgia Johnstone, Harry Baker
Production Harmonic Studio
Released December 2016


Clio Awards 2017
Audio Technique Product/Service: Copywriting Silver

Credits & Description

Media: Radio
Title: Inside Out
Category: Drinks, non-alcoholic
Client: Fonterra/ Anchor Milk
Agency: Colenso BBDO, Auckland
Production: Harmonic Studio
Country: Australia
Creative Chairman: Nick Worthington
Creative Director: dave brady
Art Director: Samuel Trimble
Copywriter: Georgia Johnstone
Copywriter: Harry Baker
Head of Broadcast: Jen Storey
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
PR & Activation - Paul Gunn

Sound Design - Harmonic Studio
Composer - Peter Hobbs
GM Anchor - Otavio Faccina
Marketing Manager - Kevin Taffs
Director - Marketing Clare Morgan
CMO - Andy Dasgupta
Media Agency - MediaCom
Website URL:
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 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 that builds confidence to give anything a go. The project aims to inspire teenagers to be themselves and create their own definition of strength.
Script In English
There’s folk who like to toast with fine champagne in the worksmeanwhile James likes his martinis when they’re shaken, not stirred.But there’s a taste that I prefer that always places in first,it’s my brudda from anudda udder—milk. The thing with MLK and I,It’s possible to have a dreamWhen there’s milk in front of meI’m like the cat that got the...Milk. I’m talking, slow motion froth sip.Milkstache stays on top lip.Stop. Lick. I got this. Forget those: down in one, powerbombdesperate for the end of it.If you want chemistry,Milk’s got them elements with benefits:what you know about calcium?what you know about teeth so bright everybody in the crowd see ‘em?Juice ain’t the only drink with vitamins,From A to B2 milk can help you get it in. Milk’s the crop with the cream in it, can’t help but beam with itmore letters than a postman’s load down the street with it, warm glass of milk, can help start to dream with itplus it builds your muscles up with the protein in it. See without these, I’d be all sorts of floppy, awkward-bodied,yellow-bellied, jelly-legged,pencil sketch of stressed and restless less impressive specimens. With milk,we see what our potential isit helps unlock the best withinif we got the minerals,we can be in our element.