About the Work: This campaign extended Prairie Milk Marketing Partnership's "Never Stop. Milk." brand position celebrating physical, emotional, and intellectual growth among prairie youth and built on their general strategy of engaging prairie youth in a safe online space through compelling content, interactive activities, and contest incentives.
The strategy was simple: to inspire prairie youth to think and act on their potential and have them associate these positive attributes with milk. Fjord worked with Cossette agency partners to create a convergent campaign that drove to web through TV, print, out-of home, and interactive advertising tactics. We designed a microsite that served as the entry point for the contest and a place to highlight the winners.
The site featured an interactive "possibility machine" that users engaged to display both funny and more earnest examples of what could be done with the $10,000 prize. Prairie youth were also invited to share their best ideas for what to do with money and have them displayed within the machine.
No Longer Online
Allstream | APTN | BC Cancer Agency | BCPSEA | Canadian Breast Cancer Foundation | CBC Television | Convergence 2008 | Fjord West | Future Shop | General Motors | McDonald's USA | McDonald's Canada | Milk (PMMP) | MTS | Oakridge Centre | Province of British Columbia | Ronald McDonald House Charities | 2010 Cultural Olympiad | SAP | Tourism British Columbia | Tourism Richmond | West Vancouver |