Our Secret Ingredient Is Outside|微电影|广告营销案例【ADGuider广告指南】

我们的秘密成分在外面

案例简介：有机谷与国家电视台和代理商合作伙伴Humanaut的数字创意一起发起了一项新的活动。“从外面带着爱” 旨在简化杂货店乳制品过道中令人困惑的健康声明，并强调有机谷更高标准的动物护理是十亿人最重要的基石区别-美元有机乳制品合作社。根据2017《新闻周刊》的报道，80% 的美国奶牛被关在禁闭中，从未见过一片草叶。有机谷的动物护理标准要高得多，在天气允许的情况下，所有奶牛都可以在牧场上度过尽可能多的时间，因为快乐，健康的奶牛可以生产更好的牛奶。在这些低压力的田园环境中，动物有足够的空间在有机草地上漫游和放牧。 “'从外面带着爱' 是针对那些正在为家人寻找更高质量、更有营养的食物的父母。这些父母知道，并不是所有的食物都是平等的，并寻求信心，他们正在为自己的家庭做出正确的选择。”有机谷整合营销高级总监Jaclyn Cardin说。“如何对待动物是他们在选择乳制品时最关心的事情之一，因为他们明白经过人道处理的动物可以制造更好的牛奶。” 在该公司全脂牛奶和草牛奶的这一系列电影广告中，一位年轻的叙述者在漫步在一个真正的有机山谷农场时赞扬了他们 “秘密成分” 的优点。美丽的农场镜头在早餐桌上散布着一个好奇的家庭。同时，发言人解释了阳光，新鲜空气，更少的压力和自然栖息地如何导致产奶更好的奶牛更快乐。 Humanaut创始人兼首席创意官David Littlejohn说: “这项运动是几个月来消费者对人们购买乳制品时的想法进行研究的结果。”他解释说: “理解乳制品过道的所有说法可能很困难，但我们能够将有机谷的所有优势提炼成一个词: '外部'。”“更多的时间实际上是他们在所有产品中放入的 '成分'。” Humanaut以30秒，60秒和6秒的格式削减了几个创意的位置。该作品将于3月31日在电视上发布。ABC是主要的广播网络，该活动还将在有线电视上进行 (A & E，Bravo，烹饪频道，食品网络，HGTV，Lifetime，MTV，Jr Nick，Nickelodeon，oxygen，TLC，TV Land，美国)，OTT频道 (Hulu，Amazon Prime) 和数字/社交媒体 (YouTube，Facebook、Instagram)。所有有机山谷牛奶，奶酪，黄油，half & half和鲜奶油是用牛的牛奶制成的，这些牛的牛奶在小型家庭农场的绿色牧场上被人道地饲养-无需使用抗生素，合成激素或有毒农药。此外，有机谷草奶牛吃无谷物饮食-除了有机草100% 时间-所以牛奶，奶酪，half & half和酸奶的健康脂肪酸 (如omega-3s) 自然较高。

我们的秘密成分在外面

案例简介：Organic Valley has launched a new campaign with national TV and digital creative from agency partner Humanaut. “From Outside with Love” is designed to simplify the confusing health claims in the grocery store dairy aisle and highlight Organic Valley’s higher standards of animal care as the most important keystone differentiator for the billion-dollar organic dairy co-op. According to a 2017 Newsweek story, 80% of U.S. dairy cows are kept in confinement and never see a blade of grass. Organic Valley’s standard of animal care is much higher, giving all cows as much time outside on pasture as the weather allows because happy, healthy cows make better milk. In these pastoral, low-stress environments, animals have ample room to roam and graze on organic grass. “‘From Outside With Love’ is aimed at parents who are looking for higher-quality, more nutritious foods for their families. These parents know that not all food is created equal, and seek confidence that they are making the right choices for their family,” said Jaclyn Cardin, senior director of Integrated Marketing at Organic Valley. “How the animals are treated is one of the most important things they care about when choosing dairy because they understand that humanely treated animals make better milk.” In this series of cinematic ads for the company’s whole milk and grassmilk, a peppy young narrator extols the virtues of their “secret ingredient” as she strolls through a real Organic Valley farm. Shots of beautiful farm footage are interspersed with a curious family at their breakfast table. Meanwhile, the spokesperson explains how sunlight, fresh air, less stress and a natural habitat lead to happier cows that produce better milk. “The campaign was the culmination of months of consumer research into what people think about when they buy dairy,” said David Littlejohn, founder/chief creative officer at Humanaut. “Understanding all the claims of the dairy aisle can be difficult, but we were able to distill all of the advantages of Organic Valley down to one word: ‘Outside,’” he explained. “More time outside literally is the ‘ingredient’ they put inside all their products.” Humanaut cut several creative executions of the spots in 30-, 60-, and 6-second formats. The work will launch on TV March 31. ABC is the prime broadcast network, and the campaign will also run on cable (A&E, Bravo, Cooking Channel, Food Network, HGTV, Lifetime, MTV, Nick Jr, Nickelodeon, Oxygen, TLC, TV Land, USA), OTT channels (Hulu, Amazon Prime), and digital/social media (YouTube, Facebook, Instagram). All Organic Valley milk, cheese, butter, half & half and whipping cream are crafted from the milk of cows that are humanely raised on the green pastures of small family farms—without the use of antibiotics, synthetic hormones or toxic pesticides. In addition, Organic Valley grassmilk cows eat a grain-free diet—nothing but organic grass 100% of the time—so the milk, cheese, half & half and yogurt are naturally higher in healthy fatty acids such as omega-3s.