Parris Goebel tells teens they are a blank canvas
Parris Goebel tells teens they are a blank
canvas
A unique campaign featuring a poem about
milk and a stunning film choreographed by dance and style
icon Parris Goebel has gone viral and turned milk
advertising inside out.
The ‘Blank Canvas’ film was
launched on Parris’s social channels and shown once on
television as part of an interview. Since then it’s had
over three hundred thousand views and
created a huge positive reaction.
Parris’s movements
are cleverly matched with the voice and dexterous words of
three times World Slam Poetry Champion, Harry
Baker.
‘Blank Canvas’ is one of three films that have
been created to provide a fresh perspective on milk. All
three poems are written and performed by Harry. With a
degree in mathematics and a sharp mind for science, Baker
was an obvious choice to translate the complex properties of
milk into poems for teenagers. He explains complicated
biology with relaxed rhyming prose to impart a fresh
perspective on milk.
Deliberate in positioning itself as
the antithesis to traditional marketing, the campaign is
designed to inspire teenagers to be themselves, and to
create their own definition of strength.
Three visual
artists interpreted one poem each using their distinctive
disciplines: dance and style icon Parris Goebel
choreographed ‘A Blank Canvas’, recent design graduate
and budding filmmaker Megan Au shot ‘Real’, and
Assembly’s visual effects team led by Jonny Kofoed created
‘Inside-out’.
Watch ‘Blank Canvas’ here
Watch ‘Inside-out’ here
Watch ‘Real’ here
Kevin Taffs, Marketing Manager,
for Anchor Milk explained this unique approach and why the
messages inside the films are so important to communicate to
young people.
“Everyone needs a healthy diet to reach
their potential – especially young people who are still
growing. So, we’ve got a unique challenge, because for the
first thirteen years of our lives we do exactly what our
parents tell us and for the next thirteen we do the exact
opposite – and this is the time when teenagers are growing
quickly and will benefit the most from drinking milk. So, we
had to find a way of reaching a new audience who are
skeptical of advertising in a way that they’d find
interesting.”
The campaign aligns directly with
Anchor’s ‘Go Strong’ platform, the belief being that
the nutrition in dairy provides the strength which builds
confidence to give anything a go.
November last year saw
Anchor celebrate 130 years as one of New Zealand’s
heritage brands.
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