Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Muscle and Hair Executions Lead New Anchor Milk Campaign via Colenso BBDO, 2 years, 6 months ago

Milk’s many benefits are brought to life through the stories of talented kiwis

Muscle and Hair Executions Lead New Anchor Milk Campaign via Colenso BBDO

Milk is not everyone’s first choice after sport or as part of a beauty regime, but if you want to develop muscles, strengthen bones and recover quickly, or you want luscious hair and beautiful skin, it should be.

These are the subjects of Anchor’s three-part ‘Must Be Milk’ campaign where milk’s benefits are brought to life through the stories of talented kiwis.

These stories are told through TVCs, online films, and in print, but the most interesting demonstrations are happening in the real world. The latest instalments feature a kiwi dancer who is set for big things, and a fresh young kiwi model, and continue to evolve the campaign.

The campaign was created to take a look at the surprising benefits of milk but also to re-establish Anchor’s connection to New Zealand families. Each story is accompanied by ‘Behind the Scenes’ content, shot on the day of filming, that gives us an insight into Mum’s view. The successes, the pride, and the upcoming challenges, it brings the commercials back down to earth and grounds them in the real world.

Allison Yorston, group marketing manager at Anchor said: “These stories continue off screen and are a perfect example of how the right attitude, and the right nutrition can be instrumental in reaching your goals. They also let us see into Mum’s world as she lets go in order to let her child succeed. It makes for some emotional moments.”

Mick Stalker, deputy CD at Colenso BBDO, said: “We didn’t want to play in the familiar to bring to life the benefits of milk and our search for interesting stories led us to some interesting people who were on a tipping point in realising their potential.”

Nathan and his Kiwi dance troop are about to appear in Hollywood movie, Born to Dance, and this has been the catalyst for Nathan to put university on hold as he goes to America to fulfill his dream. Similarly, Imogen, a fledgling model, has embarked on an exciting modelling assignment in Japan.

Stalker continued: “We wanted to bring the benefits of milk to life through real people and real stories and Nathan’s and Imogen’s were perfect. And let’s not forget their mums; their dedication to supporting and enabling the potential of their children and of course the role that nutrition and development have played in this.”

Creative Agency

Business Director : Kat Sliper

Creative Agency: Colenso BBDO

Deputy Creative Director: Mick Stalker

Executive Creative Director: Steve Cochran

Planner: Andy McLeish

Senior Art Director: Jim Walsh

Media Agency

Media Agency: MediaCom

Category: Dairy , Food

Genre: Digital , Storytelling