Anchor Radio Real [radio] by Colenso BBDO Auckland

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Real [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

Awards

Cannes Lions 2017
Radio Craft: Script Silver Lion
Radio Radio & Audio: Drinks Bronze Lion

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.
Media: Radio
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
Client
GM Anchor - Otavio Faccina
Marketing Manager - Kevin Taffs
Director - Marketing Clare Morgan
CMO - Andy Dasgupta
Media Agency - MediaCom
Website URL: http://ourshowroom.co.nz/milks...
Synopsis:
In a culture that celebrates the carefully crafted selfie, there is nothing more beautiful, more revealing, or more disarming than a real authentic smile. Milk helps to grow healthy teeth, so World Champion Slam Poet Harry Baker wrote a poem as an ode to the moments you see them. Sound design creates an evocative world with effects that are familiar to young people.
Script In English:
Male Voice:It’s a known fact that milk helps for healthy teeth to grow, So I dedicate this to those who put their teeth on show.I don’t just mean the winners.I don’t just mean the dreamers.I dedicate this to the grinners.I dedicate this to the beamers.Not that docile, placid,Over-practiced,Photo-static selfie face.That mildly tilted,Slightly stiltedNicely filtered, “help me” face.I mean that proper smile,Could cross the Nile,Crocodile wicked grin.That extra fat, Cheshire cat,Lips stretched to max to fit it in.None of that sugar-coated fakethat leaves you looking like a mumblecrust,Or insecure, lips demure,No fun “unless I’m drunk enough”.It’s that genuine, friendly grin.Beckoning to let you in,That totally, colon D,Cannot help but show the teeth.So you can have your manufactured packaged acting happy selfie-style.I’d rather keep it simple, cheeky dimples, with a healthy smile.Female Voice:Anchor. Grow strong.
Script In English
It’s a known fact that milk helps for healthy teeth to grow, So I dedicate this to those who put their teeth on show. I don’t just mean the winners.I don’t just mean the dreamers.I dedicate this to the grinners.I dedicate this to the beamers. Not that docile, placid,Over-practiced,Photo-static selfie face.That mildly tilted,Slightly stiltedNicely filtered, “help me” face. I mean that proper smile,Could cross the Nile,Crocodile wicked grin.That extra fat, Cheshire cat,Lips stretched to max to fit it in. None of that sugar-coated fakethat leaves you looking like a mumblecrust,Or insecure, lips demure,No fun “unless I’m drunk enough”. It’s that genuine, friendly grin.Beckoning to let you in,That totally, colon D,Cannot help but show the teeth. So you can have your manufactured packaged acting happy selfie-style.I’d rather keep it simple, cheeky dimples, with a healthy smile.