Most Canadians aren't aware that February 11th was National Don't Cry Over Spilled Milk Day. Our milk is so world-class that we think it's a pretty silly statement and Canada's Dairy Farmers agree. That's why this year we're helping to show Canadians "If it's made with Canadian Milk, it's worth crying over". We helped amplify DFC's new brand platform by asking Union commuters to show us their best cry face in a cheeky photo op. We emailed and printed the photos with a spilled dairy overlay to drive home the message, essentially creating personalized campaign posters with each picture. Once they were finished having a good cry over their spilled dairy, we made them feel better with branded facial tissues and a delicious mac and cheese recipe.
ROLE: creative director