Words alone can’t describe the joy of sipping your first oatmilk latte. So Califia Farms and Goodby Silverstein & Partners (GS&P) made a musical instead. Their first work together, the inaugural campaign celebrates the Califia brand with the phrase “Calilujah!” and unveils a full-on plant-based production–complete with synchronized baristas, dancing cookies and a giant piano shaped like the iconic Califia bottle.
“Our goal was to highlight the aha moment and feeling of joy that comes from discovering all different types of plant-based milks–whether it’s the best almondmilk for smoothies, the perfect oatmilk latte or an easy recipe swap with coconut milk,” said Suzanne Ginestro, CMO at Califia Farms. “At Califia, we encourage people to dabble, experiment and explore all of the possibilities.”
“Calilujah” not only describes that feeling, but it also helps consumers pronounce the name—it’s Califia, like “Calilujah”!
To bring the idea to life, Califia and GS&P teamed up with a musical dream team, including Australian directing duo Augustus Punch (who drew on their musical experience working under Baz Luhrmann on Moulin Rouge) and choreographer Jenny Griffin (who worked on The Greatest Showman film as well as several music videos). Augustus Punch directed via production company The Directors Bureau. Squeak E. Clean Studios composed the original track, which combines classic Broadway with the contemporary cool of today’s pop.
“It really is an homage to the Busby Berkeley musicals, or even ‘Beauty School Dropout,’ ” said Kurt Mills, associate creative director at GS&P. “But with a modern, almost music video execution that feels fresh and vibrant.”
The campaign will run globally across TV, digital and social, including bringing the song and dance onto TikTok. GS&P handled creative and media planning, and the campaign was born out of GS&P’s Brand Camp, a rigorous six-week research and brand-strategy sprint that culminates in a radically collaborative two-day workshop with the agency and client leadership team.
