Everyday folks do their thing with milk in this TikTok challenge, which is the latest iteration of the “got milk?” campaign from agency Weber Shandwick, Chicago.
Featuring user-generated content, a centerpiece component of the campaign is this “got milk?/what you got” spot, which along with other videos was scored by Playa del Rey, Calif.-based SHINDIG Music + Sound, with audio post from Envy Advertising, London.
The TikTok challenge went viral and got 3 billion views within two weeks.
Client MilkPEP Agency Weber Shandwick, Chicago Jim Paul, executive creative director; Jeff Immel, group creative director; Kate Sullivan, Jeff Barry, creative directors; Daniel Rucci, executive producer; Erica Ashe, associate creative director; Abbey Eagles, sr. editor; Nick Drew, Anna Jacobs, copywriters; Abby Robers, Tim Rocklage, Paddy O’Connell, art directors. Music/Sound SHINDIG Music + Sound, Playa del Rey, Calif. Scott Glenn, creative director; Debbi Landon, executive producer; Caroline Hudson, head of production; Austin Shupe, associate creative director/composer. Audio Post Envy Advertising, London Arge, mixer. Production user-generated content, sourced by Catch&Release Editorial/Postproduction ThatLot Steph Carter, producer; Ciara O’Grady, postproduction supervisor; Ben Forder, head of video; David Schneider, executive creative director; Laura Tannenbaum, managing director; Jess Knights, Liam O’Neill, Dominic Coddington, Byron Davies, editors; Klein Borrill, Tom McMahon, design.
Each year, over 300,000 volunteers power the American Red Cross, responding to an average of 65,000 disasters nationwide. This holiday season, BBDO New York has launched a poignant American Red Cross campaign to increase donations for disaster relief while spotlighting the critical role volunteers play in their mission.
The centerpiece film in this campaign--"Shelter Mom" directed by Anthony Frattolillo via production company One Free Play--tells the story of a family seeking shelter after a devastating natural disaster.
In a powerful twist, the PSA reveals how dedicated and selfless American Red Cross volunteers really are--in this case a mother separated from her family while helping other families in a time of need. The closing message drives home the call to action: “They’re relying on her. We’re relying on you. Please Donate.”
Given all the recent events, this spot really hits home, especially for certain members of the creative and production team. Director Frattolillo and his family had to evacuate from the California forest fires in 2020 and spent time in a shelter. And BBDO New York creative director Greg Gertsner had to evacuate in 1999 during Hurricane Floyd as overflow from a raging nearby river reached his family home.
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