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BC DAIRY FOUNDATION

Teenagers often take milk for granted simply because it's always been there. Palmer Jarvis DDB needed to change that mind-set. Focus groups and in-home visits found that most young people already knew about the health benefits of milk - they simply didn't care. Instead of lecturing on the positive benefits of milk (again), Palmer Jarvis opted to dramatize what would happen without it. The result is Heads, an idea that is unpredictable, slightly outrageous and purposefully non-adult. The concept was extended into outdoor, cinema, washroom ads, postcards, and a new interactive Web site where teens could bring their own bodiless scenarios to life. Just eight months into the campaign, sales for youth-targeted milk products were 20% higher than 2002.

Print

Cat	Tourist
Escalator	Urinal
Golf	Hydrant

Television

Bus

Dogwalker

Interactive

Website 1	Website 2
Website 3	Website 4
Website 5