Dairy Farmers of Ontario (DFO) has unveiled its seasonal art project, which is targeted for children with a milk-and-cookies aspect that Santa Claus couldn’t even ignore, the DFO says.
The marketing organization and regulatory body representing the province’s farmers asked kids in Ontario to help with creative “Magic Milk Glass” designs, such as the dinosaur stencil seen below.
The DFO is fashioning a cookie cutter onto the bottom of each glass, and gifting the glassware to children spending the holidays in Ontario hospitals. Fábio Siqueira, associate creative director at agency partner Lifelong Crush, says the campaign was centered around the idea of kids helping kids.
“It wasn’t just our creativity that made this a successful initiative, it was the creativity of children across the province,” Siqueira says.
“We were thrilled to work with DFO on such a meaningful project,” says Frank Megna, associate creative director at Lifelong Crush. “To bring more holiday cheer to the children who deserve it the most was a joy to do, not to mention a privilege we took very seriously.”
Kids across Ontario and their parents were invited to submit their Magic Milk Glass drawing designs by sharing them on Instagram and Facebook, tagging and following the DFO’s pages, and using the #MagicMilkGlass hashtag.
The campaign’s call for design submissions ran until Nov. 28 with DFO posting to its Instagram and Facebook, along with five influencers across the province, Little Press Co. in Ottawa, Faizal Khamisa in Toronto, Danielle Graham in Toronto, Maha Kailani in London, and Alexandra Cunningham in Hamilton.
The “Magic Milk Glass” is part of a fully integrated campaign with OOH, Radio and TV, led by sister agency Broken Heart Love Affair. Media strategy and buying was by Starcom, PR by Middle Child and influencer initiatives led by strategic partner Hype PR.
In 2020, with then-agency partner, No Fixed Address, DFO worked to try and help children in Ontario hospitals feel more connected to their families and their communities, creating a 6-metre tall milk glass that appears to fill up as messages of support come in via social media.
