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

SID LEE PARIS

SID LEE PARIS Paris, Francia

5926

Marca: European Milk Forum
País: Francia

Anunciante: European Milk Forum

Título	Milk Moments – Behind the Gifs (Case study)
Agencia	SID LEE PARIS
Campaña	Behind the Gifs
Anunciante	European Milk Forum
Marca	European Milk Forum
Fecha de primera difusión/publicación	2019 / 3
Sector Empresarial	Leche y derivados de leche
Filosofía	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.
Medio	Interactivo
Duración	99 seconds
Chairman / Executive Creative Director	Sylvain Thirache
President	johan delpuech
Managing Director	Mehdi Benali
Director creativo	Stéphane Soussan
Responsable de conceptos / redactor	Chloé Lefour
Director artístico	Allan Huon
Director de cuentas	Jean-Baptiste Destabeau
Responsable de cuentas de agencia	Trisha Mitra
Brand Strategy Manager	Ambroise Soulé
Productor de la agencia	Baptiste Gibert
Digital Agency Producer	Clément Cassajus
Digital Agency Producer	David Bismut
Productora	Raise UP
Realizador	Adrien Sallé
Developer	60fps
Local Activation Strategy	Sopexa