Food fight!
Tillamook, the 107-year-old farmer-owned dairy co-operative, cuts Big Food down to size in a series of goofy yet pointed videos from 72andSunny. A continuation of last year's "Dairy Done Right" campaign, the new ads cast Tillamook products as wholesome, tasty "real food" alternatives to mass-produced fare.
In "Goodbye Big Food, Hello Real Food," the minute-long TV and online film below, directed by Believe Media's Floria Sigismondi, processed treats most of us would consider delicious appear patently—in some cases, explosively—unappetizing:
Gee whiz, that cheesy stuff looks grody, right? And I can't recall chocolate bunnies ever looking so … apocalyptic.
"We wanted to spark a conversation bigger than just dairy by taking on the flawed industrialized food system," Kelly Schoeffel, co-head of strategy at 72andSunny, tells AdFreak. "The goal is to provoke people to question the food they eat and the system behind it—and compel them to choose real, honest food made by real people."
A bunch of 15-second web clips, hashtagged #ForRealFood, directed by Tony Ung of 72andSunny's in-house production unit, went live during Sunday's Academy Awards telecast. First, we learn that some snackers find processed popcorn positively unbearable:
"We had a blast thinking of scenarios to destroy Big Food and offer real-food solutions in ways that would resonate with Oscar-watching audiences," says Schoeffel. "It allowed us to get creative with the content. Also, people in bear suits are always a good time."
In the next spot, an artificially flavored ice-cream sandwich falls flat—literally:
Say, this corporate cheeseburger isn't so sharp! (That must not be 100 percent real cheese!)
In the ad below, a slushie made with red dye gets iced out:
Finally, we get some especially gnarly feedback about "nasty nachos":
Agency and client don't view the campaign as an all-out attack, Schoeffel says. "It's more of a break-up with Big Food, bringing an end to a bad albeit nostalgic relationship," she says. "These packaged goods were sold to us as 'food,' and the whole world is starting to see that definition differently."
Might folks might find the ads too preachy? "Nah," says Schoeffel. "How our food is made, and by whom, is no longer a niche topic but rather an escalating conversation in culture. Tillamook is just one voice in that conversation, offering an honest point of view that invites people to independently make up their minds."
CREDITS
—Film Credits
Client: Tillamook
Chief Executive Officer: Patrick Critiser
VP of Marketing: John Russell
Marketing Manager: Gillian Kennedy
Advertising Coordinator: Ashley Riggs
Agency: 72andSunny
Founder and CEO: John Boiler
Co-Founder and Chief Creative Officer: Glenn Cole
Partner and Chief Strategy Officer: Matt Jarvis
Group Creative Director: Barton Corley
Group Creative Director: Gui Borchert
Creative Director: Jason Ambrose
Lead Designer: Will Lindberg
Lead Writer: Dylan Berg
Designer: Jessica Lasher
Writer: Sebastian Lyman
Co-Head of Strategy: Kelly Schoeffel
Strategist: Anneliese Rapp
Social Strategist: Tricia Teschke
Data Strategist: Laura Colvin
Group Brand Director: Yen Lovgren-Ho
Group Brand Director: Josh Jefferis
Brand Director: Ryan Griffin
Brand Manager: Laura Hoffman
Brand Coordinator: Andrew Wood
Executive Producer of Film: Danielle Tarris
Senior Film Producer: Nick Miller
Production Coordinator: Kristin Batalucci
Business Affairs Manager: Cecilia Harvey
Business Affairs Coordinator: Michelle Fink
Production Company: Believe Media
Director: Floria Sigismondi
Director Of Photography: Jeanne Vienne, Joe Zizzo
Executive Producers: Ben Leiser, Liz Silver, Luke Thornton
Head Of Production: Vitaly Koshman
Producer: Oualid Mouaness
Editorial Co: Lost Planet Editorial
Editor: Jay Rabinowitz/Chris Kursel
Assistant Editor:Jason Hinkley/Carmen Hu
EP: Gary Ward
Producer:Tim Kirkpatrick
VFX/Finishing: The Mission
VFX Supervisor/Lead Flame: Joey Brattesani
Flame Artists: Michael Vagliente, Colleen Smith, David Sarbell, Trent Shumway, Patrick Ferguson
Graphic Design: Laura Panella
VFX Producer: Ryan Meredith
VFX Coordinator: Kristina Thoegersen
Chief Engineer: Brian Cuscino
Head of Sales/EP: Ellen Turner
Managing Director: Michael Pardee
Sound Design: 740 Sound
Lead Sound Designer: Chris Pinkston
Assistant: Scott Pinkston
Executive Producer: Scott Ganary
Mixer: Stephen Dickson
Sound Design Producer: Jeff Martin
EP of Mix: Dawn Redmann
Final Mix: Formosa
Mixer : John Bolen
Assistant: Jeff King
Executive Producer: Lauren Cascio
Music by Marmoset
Track title: "Gammagoat"
Composed by Graham Barton
Produced by Rob Dennler and Katy Davidson
—Social Film Credits
Client: Tillamook
Chief Executive Officer: Patrick Critiser
VP of Marketing: John Russell
Marketing Manager: Gillian Kennedy
Advertising Coordinator: Ashley Riggs
Digital Marketing Supervisor: Laura Schatz
Agency: 72andSunny
Founder and CEO: John Boiler
Co-Founder and Chief Creative Officer: Glenn Cole
Partner and Chief Strategy Officer: Matt Jarvis
Group Creative Director: Barton Corley
Group Creative Director: Gui Borchert
Creative Director: Jason Ambrose
Designer: Jessica Lasher
Designer: Laura Beck
Writer: Hilary Smith
Co-Head of Strategy: Kelly Schoeffel
Strategist: Anneliese Rapp
Social Strategist: Tricia Teschke
Data Strategist: Laura Colvin
Group Brand Director: Yen Lovgren-Ho
Brand Director: Ryan Griffin
Brand Manager: Laura Hoffman
Brand Coordinator: Matt Brooks
Executive Producer: Danielle Tarris
Senior Film Producer: Jason Heller
Business Affairs Manager: Cecilia Harvey
Business Affairs Coordinator: Michelle Fink
Hecho En 72 Credits:
Director/DP: Tony Ung
Producer: Jonny Edwards
Production Manager: Michael Bergin
Food Stylist: Joe Lazo
Production Designer: Martina Buckley
Editor: Aaron Leichter
Assistant Editor: Thomas MacVicar
Producer: Lynne Mannino
Producer-Audio: Whitney Fromholtz
Audio Engineer: Brian Naas
VFX: Jogger Studios
Shauna Prescott: Senior Flame Artist
James Howell: Producer