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

SID LEE PARIS

SID LEE PARIS Paris, França

5906

Marca: European Milk Forum
País: França

Anunciante: European Milk Forum

Titulo	Milk Moments – Behind the Gifs (Case study)
Agência	SID LEE PARIS
Campanha	Behind the Gifs
Anunciante	European Milk Forum
Marca	European Milk Forum
Data da primeira Transmissão/Publicação	2019 / 3
Sector Empresarial	Leite e derivados
Filosofia	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.
Tipo de Mídia	Interatividade
Comprimento	99 seconds
Chairman / Executive Creative Director	Sylvain Thirache
President	johan delpuech
Managing Diretor	Mehdi Benali
Director criativo	Stéphane Soussan
Redator	Chloé Lefour
Director de arte	Allan Huon
Director de contas	Jean-Baptiste Destabeau
Account Manager	Trisha Mitra
Brand Strategy Manager	Ambroise Soulé
Produtor da agência	Baptiste Gibert
Digital Agency Producer	Clément Cassajus
Digital Agency Producer	David Bismut
Produtora	Raise UP
Realizador	Adrien Sallé
Developer	60fps
Local Activation Strategy	Sopexa