BC Dairy gave us a brief with a simple objective: to increase milk consumption in 3 immigrant groups: Chinese, South Asian, Filipino.
However, after months of research, we found it was a bit hard to encourage them to drink milk - especially for grown-ups. But, reminding them of the important role dairy products play in their traditional cuisines might be a good way out.
We ended up with three tailor-made spots with in-culture talents, set design, wardrobe, etc. But more importantly, each of the spots was comprised of various dishes uniquely to the respective ethnic group.
Mandarin - 30 seconds
Punjabi - 30 seconds
Tagalog - 15 seconds
And the dairy organizations in Alberta and Saskatchewan also chipped in because of our spot-on insight and concept.
