Pauls Dairy introduces an extraordinary place in its latest brand campaign via The Monkeys
Pauls Dairy has launched a new campaign ‘Extraordinary Place’ via The Monkeys, bringing the brand positioning Pauls Extraordinary Dairy to life in a warm and surprising way.
The launch spots welcome viewers to a world where unique dairy lovers of all shapes and sizes live and work. Everyone in this place has their own story to tell, and naturally Pauls has a solution for each and every one of them.
Voiced by actor Aden Young, the Extraordinary Place was constructed in painstaking detail by a team of expert European model makers.
Says Scott McTaggart, marketing manager – milk, Parmalat Australia: “Dairy is truly amazing and should be celebrated. Pauls Extraordinary Place campaign allows us to break category conventions and focus on what is truly important to consumers – extraordinary products that offer genuine dairy solutions – all wrapped in an engaging, unique and differentiated creative. After all, Pauls is Extraordinary Dairy.”
Scott Otto Anderson directed the spots via production company Photoplay.
Says Scott Nowell, ECD, The Monkeys: “Extraordinary Dairy has got to come from somewhere, and this is it – a magic place that reminds us how extraordinary dairy can be.”
Both of the spots will launch across free to air and subscription channels supported by digital and social media as well as in store activities.
General Manager Marketing: David Waugh
Marketing Manager Milk: Scott McTaggart
Agency: The Monkeys
ECD: Scott Nowell
Head of Production: Thea Carone
TV Producer: Jade Rodriguez
Art Director: Dave Ladd / Barbara Humphries
Copywriter: Paul Bruce
Group Content Director: Kate Blackadder
Senior Content Director: Gini Sinclair / Mitchel O’Donohue
Senior Content Manager: Katie Wong-Hee
Production Company: Photoplay Films
Director: Scott Otto Anderson
Executive Producer: Oliver Lawrance
Line Producer: Karel Chvojka, Moloko Film
DoP: Ginny Loane
Production Designer: Martin Krejzlik
Concept Artists: Matt Hatton & Kurt van der Basch
Editor: Simon Njoo
Post: Alt VFX
Flame: Karen Fabling
Colourist: Billy Wychgel
VFX Supervisor: Jesse Bradstreet
Music: Elliot Wheeler, Turning Studios
Sound Design: James Martell, Nylon Studios
24 Comments
Lovely and beautifully crafted (as always from the people at Photoplay).
beautiful work guys, such amazing sets with quirk
Wow they are sweet spots. Must be special milk…
great to see the supermarket milk brands get a bit of competition… this idea is really imaginative, maybe it’s quite removed from the real world of milk but who cares as it’s a lot of fun
I’m loving this!
excellent work scotto & the Monkeys, what a start to the year… must have been a mammoth job
Nice idea but waaaaayyyy too much happening.Slow it down a little guys.
this extraordinary world feels big and magical, very campaign-able, i’d love to see a few more stories & spots from from it.
Needs more cowbell
joyville?
Love them. Beautiful production and charming well told stories.
Refreshing work.
Joyville was really a rip off of Willy Wonka and the oomph loompa slaves making make the chocolate… this extraordinary world feels much bigger with many more characters and scope, and the people free…ha! Both imaginary worlds yeah, but so is the wizard of oz and harry potter…
This is fucking banging!
Like the Twix campaign a few years ago with the two brothers.
Thank goodness, that someone has actually written a brilliant brand campaign this year. It’s almost taken over 60 days, but the wait is over.
Witty, intelligent, based in a product truth, and very entertaining.
‘Inventing a place’ is not new but this execution feels very fresh.
Maybe the writer tried extra hard, since the product is named after him…
nice work monkeys
Enjoyed watching both of these spots. Hopefully more to come… Well done to all involved.
Whoa let’s not get too carried away here.they are quite nice spots.
Nothing more nothing less.I’ve already forgotten the product name and I’ve just watched the damned things.
Looks great, quirky characters but the link to the product feels a little forced. Still a nice campaign and better than 90% of the shizen out there.
lovin this campaign! Glad to see a milk ad that does not go for idyllic pretty hills and cows… as much as I like cows I think nostalgic view of farms is pretty forced. These ads are inventive and clever and give the audience a bit of entertainment for a change
Nice one Monkeys and Photoplay.
Lovely little world, looks amazing.
Everyone from the Monkey’s and hangers-on finished now? The campaign is rubbish. Incomprehensible, way too much going on, poorly branded, borrowed interest, derivative, illiogical. Example in logic flaw; the dopey bloke who can’t get his SFX timed right is sufferering from a lack of coffee stimulation, not an absence of milk. And how long before the client cites conflict with Homer Huhson and pulls up stumps after this speed-fest flops miserably?
Clever and well crafted!!!!!