Dairy Management Inc. (which is funded by dairy farmers across the USA) tasked us with reminding Gen Z and young Millennials about the benefits of dairy products. We met our audience where they are on social channels with soft-sell content designed to entertain as much as inform. 

SUMMER DAIRY FLING 

For our summer campaign, we introduced Beau Vineman for a cringey, over-the-top invitation to enjoy your favorite dairy products. We created three hero videos that became more than a dozen short, snackable cutdowns optimized by channel to better align with our audience’s viewing habits.  

A few of my favorite cutdowns: 


The full-length videos:

 

THE DAIRY DETECTIVES 

Since our Gen Z audience is very skeptical of ads, we channeled that skepticism into a series of conspiracy-style, native-looking videos we dubbed “The Dairy Detectives.”