DDB makes beautiful bovine music for BC Dairy Association

When DDB Vancouver’s creative team found a YouTube clip of a guy playing his tuba to a bunch of happy cows, they knew they’d found the basis for the BC Dairy Association’s latest campaign, which then launched Oct. 11. “We were just fascinated by how this herd of cows came over to the fence and […]

When DDB Vancouver’s creative team found a YouTube clip of a guy playing his tuba to a bunch of happy cows, they knew they’d found the basis for the BC Dairy Association’s latest campaign, which then launched Oct. 11.

“We were just fascinated by how this herd of cows came over to the fence and actually wanted to listen to this guy playing his tuba,” said Dean Lee, creative director at the agency. “It seemed like a perfect fit with BC Dairy’s positioning of must drink more milk to engage with the farmers and make milk top of mind.”

Research then revealed that some dairy farmers were successfully using music to calm their cows to produce more milk.

A concept was born. A contest that runs until Nov. 7 invites consumers to compose original music through an online tool at MusicMakesMoreMilk.com.

The five songs that garner the most votes will then be played to cows on a B.C. dairy farm on different days, and the song that produces the most milk will win its creator a trip for four to the 55th Annual Grammy Awards in Los Angeles. The four finalists and 15 semi-finalists will win music-related prizes.

Dave Eto, executive director at the BC Dairy Association, said that the campaign targets two groups: teens that tend to reduce their milk consumption and parents with young children who are reintroducing milk into their lives and love to participate with their kids in educational online activities.

“Social media and music is a perfect pairing for that Millennium group of girls and boys, and it’s an opportunity for families to engage with little ones,” said Eto. “We also want people to be engaged with the farmer.”

To promote the contest, DDB is using social outreach and a partnership with Global Television that sees its on-air personalities creating their own songs and competing against each other.

Brands Articles

Your Marketing newsletters are changing

The Marketing Morning Filter is ending, but other newsletters are set to return

The List: North Strategic’s very big year

Prior to being picked up by MSLGroup, the PR shop brought in 15 new client wins

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

Media Profile teams with global PR group

PRGN welcomes Toronto agency as first Canadian partner

Stereo+ unveils brand overhaul from Lg2boutique

How to to introduce a 35-year-old chain to younger shoppers

The List: Wattpad’s evolving influence

The first of our selections for the biggest newsmakers of 2016

Sears Canada takes a gamble on groceries

Losses more than double in Q3 report, but food markets set to arrive

Big opportunities await in the new age of CSR (column)

Overwhelmed consumers want to outsource their consciences, but it requires deep trust

Mintel predicts packaging trends for 2017

Research firm says intelligent, experiential packaging will lead consumer experiences