DAIRY, THE GOOD STUFF

Think Shift | Role: Senior Graphic Designer and Art Director*

CAMPAIGNS

Think Shift | Role: Senior Graphic Designer and Art Director*

CLIENT: Dairy West | Sub Brand: Unbottled

Overview

Dairy West represents dairy farm families in Idaho and Utah to promote the dairy industry and products locally, nationally and globally. Unbottled is their consumer-fucused brand. Its goal is to inspire people to make healthy choices that help them be the best version of themselves. It is positive, imaginative and playful.

OPPORTUNITY

We had the opportunity to engage consumers and educate them that incorporating more dairy into their diet is the right choice for a healthy lifestyle.

CAMPAIGN GOALS

Awareness of the Unbottled brand with consumers and generating campaign engagement to increase demand for dairy products

PROBLEM

Not all consumers see dairy as a functional, healthy source of fuel for themselves and their families. There are misconceptions in the marketplace that make some people view it as unhealthy.

INSIGHT

It’s a common assumption to correlate delicious tasting food with indulgence, thinking it must be a “cheat meal” or a “treat meal” to taste so good.

ADVANTAGE

Dairy breaks the stereotype of delicious food being tied solely to reward or indulgence. It’s the best of both, packed with nutrients and incredible taste so you don’t have to save it for special occasions.

STRATEGY

Through funny and relatable visuals, we will show that dairy is one of those incredibly delicious AND healthy foods that can taste like an over-the-top indulgence but is actually quite good for you.

Hero Visual

RATIONALE

We aimed to create a fun juxtaposition by placing everyday dairy items into more unusual scenarios – scenarios that would normally be associated with indulgence or high-end.

Through this ironic imagery and then the messaging, we’re going to show that dairy is the ”once in a while”, indulgent treat that you can actually enjoy everyday.

We portray our dairy products as special/elevated but also healthy and accessible in our persona’s everyday routine. So, we end up with visuals that highlight the pure enjoyment of dairy, and the 5 star experience you can have everyday.

COPY RATIONALE

With the headline, you get the double meaning of “good”, dairy is the good stuff, it tastes amazing and you’re going to love it, but it’s also good for you and your unique needs.

CAMPAIGN TACTICS

VIDEO

Two videos were created to bring the campaign to life: one set in a retail environment and the other in a home setting. The second video continues the story from the first.

VIDEO PROPS DESIGN

Since the campaign focused closely on the product, we built some custom prop designs. I art directed the packaging for these dairy containers, so that they fit nicely with the overall aesthetic of the video while still being different.

CAMPAIGN TACTICS

DIGITAL

The digital plan included three phases as the campaign spanned six months. It featured carousels, static images, and GIFs showing the audience how to elevate their meals with dairy.

*CONTRIBUTION

I did not come up with the idea for the campaign, but I directed the execution: acted as an Art Director on set during the video shoot to ensure the assets were on brand, directed the video props creation, directed some static and short video assets creation and designed the rest myself.

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