M&S has launched an innovative campaign utilising cutting-edge 3D billboards to highlight its commitment to ethically sourced milk.
- The campaign’s striking visuals are being displayed across notable locations, including Manchester and Piccadilly Circus.
- A cow named Daisy takes centre stage in this pioneering advertisement, filmed directly on a Northern Irish farm.
- The decision to forego CGI enhances the authenticity of the advertisement, according to DOOH.com.
- This initiative is part of a broader M&S campaign aimed at showcasing the superior quality of its food products.
M&S has introduced a novel marketing strategy, deploying live-action 3D billboards to underscore its dedication to RSPCA Assured milk. These advertisements bear the tagline ‘Chilled milk should come from chilled cows’ and are prominently featured on four massive screens across the UK, including The Screen @ Arndale in Manchester and the iconic Piccadilly Lights in London.
The advertisement uniquely features Daisy, a cow that appears to emerge from the screen, creating a first-of-its-kind visual illusion. This groundbreaking visual was captured on a dairy farm in Northern Ireland, belonging to one of M&S Food’s milk suppliers, providing a genuine glimpse into its farming practices.
The campaign, crafted by Mindshare, Kinetic, and DOOH.com, opts for a purely ‘in-camera’ capture technique, steering clear of CGI to maintain authenticity. Andrew Newman, CEO and co-founder of DOOH.com, emphasised that the use of CGI would “lack authenticity”, hence the preference for on-location filming.
This initiative forms part of M&S’ expansive ‘Farm to Foodhall’ campaign, which is designed to highlight the exceptional quality of its product range. The five-month long drive includes other notable products such as Collection Red Diamond Strawberries, Single Origin Honey, and DNA traceable beef, in addition to the RSPCA Assured milk.
The campaign aligns with M&S’s sustainability and quality assurance goals, positioning the brand at the forefront of ethical sourcing in the retail food industry.
M&S’s use of innovative advertising exemplifies a bold step towards promoting ethically sourced products with authenticity and creativity.
