European Milk Forum - "Milk Moments – Behind the Gifs (Case study)"

SID LEE PARIS

SID LEE PARIS Paris, Frankreich

5902

Marke: European Milk Forum
Länder: Frankreich

Werbende: European Milk Forum

Titel	Milk Moments – Behind the Gifs (Case study)
Agentur	SID LEE PARIS
Kampagne	Behind the Gifs
Werbende	European Milk Forum
Marke	European Milk Forum
Datum der ersten Ausstrahlung/Veröffentlichung	2019 / 3
Geschäftsbereich	Milch & Milchprodukte
Philosophie	In honor of World Milk Day, the European Milk Forum, the EU organization for the promotion of milk consumption, introduced a new operation in its ongoing “Milk Moments”campaign. Created in collaboration with Sid Lee Paris, the new operation examined the most popular gifs shared on Twitter, revealing the real story behind each. Each behind-the-curtain peek highlighted the association’s efforts to call attention to the variety of ways and times we consume milk. The scenarios in each of Twitter’s most-shared gifs were recreated and resituated in a new context involving a milk moment to demonstrate the campaign’s message: Behind each emotion is a Milk Moment. For the first time, gifs aren’t simply illustrating a message, they are messages in and of themselves. Using photo recognition technology, Sid Lee Paris developed a tool, which selects tweets containing the most-used gifs and sends automatic replies to reveal what’s behind the gif the user posted.
Medientyp	Interaktiv
Länge	99 seconds
Chairman / Executive Creative Director	Sylvain Thirache
President	johan delpuech
Geschäftsführer	Mehdi Benali
Creative Director	Stéphane Soussan
Texter	Chloé Lefour
Art Director	Allan Huon
Etatdirektor	Jean-Baptiste Destabeau
Kundenbetreuer	Trisha Mitra
Brand Strategy Manager	Ambroise Soulé
Agency Producer	Baptiste Gibert
Digital Agency Producer	Clément Cassajus
Digital Agency Producer	David Bismut
Produktionsfirma	Raise UP
Regisseur	Adrien Sallé
Developer	60fps
Local Activation Strategy	Sopexa