The California Milk Advisory Board challenged Signal Theory to make dairy the hero of summer snacking. The "Snack For Real" campaign brought this vision to life through nostalgic, movie theatre concession-style animations featuring charismatic dairy characters. From cottage cheese pumping iron to yogurt shooting hoops, each character was crafted with playful 2D animation that captured the wholesome fun of healthy snacking. These animations helped dairy products steal the spotlight during the afternoon slump, delivering a 7x return on ad spend and earning AIGA KC A20 Finalist in Agency and AIGA KC A20 Best in Class honors.
Position dairy products made with Real California Milk as the ideal snacks of the season.
Client
California Milk Advisory Board
Agency
Signal Theory
Services
Motion Design
Credits
Staci Meyer, Group Creative Director
Brendan Kennedy, Creative Director
Linh Trieu, Senior Art Director
Jaz January, Illustrator
Audrey Borcherding, Associate Art Director
Ed Moore, Senior Copywriter
Lauren Langfitt, Executive Producer
Caitlin Winter, Account Director
Alex Mason, Account Strategy Director
Caroline Koncki, Project Manager
Primary Color, Original Score Music