Devondale takes a turn to poetic

Devondale takes a turn to poetic

Devondale’s advertising takes a dramatic turn in a new poetic television ad, ‘Morning Strangers’, where soy after-taste faces and passive-aggressive hard butter toast ‘butterers’ are no where to be seen.

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Instead, DDB’s new TVC for the dairy brand focuses on the 2500 dairy farmers who are behind Devondale’s products.

“We tend to take diary for granted,” DDB’s executive creative director Darren Spiller said.

“The reality is that these products only make it to our shelves because of the dedication of dairy farmers and their families. Hopefully this campaign does their hard work justice."

The ad was shot by Mark Molloy and Stephen Carroll through Exit Films and features Devondale farmers and their families over the course of a day.

Suzanne Douglas, Devondale’s general manager innovations, marketing and special projects, said: “There's a very human side to the Devondale brand, and that is our incredible farming families. This campaign aims to shine a light on this critical part of our brand DNA.”

“The intention is that it gives all Australians an insight into the passion and dedication of our dairy farmers and their families, and as a result of this we are able to produce a wonderful range of Devondale products."

http://www.youtube.com/watch?v=fQThc1xPDeI

Credits: client Devondale, media agency Carat Melbourne, advertising agency DDB Melbourne, executive planning director Ian Forth, managing partner Lisa D’Amico, account director Katie Kouts, account manager Kirsten Tidswell, ECD Darren Spiller, creatives Simon Bagnasco, Robbie Brammall, head of broadcast Simon Thomas, agency producer Carol Sinclair, production company Exit Films, co-directors Mark Molloy, Stephen Carroll, producer Tobias Webster, executive producer Corey Esse, DOP Jeremy Rouse, Ryley Brown, editor Rohan Zerna – The Butchery, music Human, grade Edel Rafferty – Method, online edit Eugene Richards – The Refinery, post producer Freya Maddock, sound design Dylan Stephen – Risk Sound.