High street retailer Marks and Spencer (M&S) has launched the world’s first ever live-action ‘in camera’ 3D digital out-of-home (DOOH) campaign, running as part of its Farm to Foodhall series.
Produced in partnership with Mindshare, Kinetic and DOOH.com, ‘Chilled Cows, Chilled Milk’ marks a significant leap in merging cutting-edge technology with creative storytelling.
Filmed on location at a farm in Northern Ireland that provides milk for the retailer, the creative aims to highlight M&S Food’s dedication to animal welfare and ethical farming and is capturing its 3D visuals ‘in camera’, without the need for CGI.
Here’s the world's 1st live-action 3D OOH campaign for @marksandspencer, in partnership with @kineticwwUK and @mindshare_uk (and Daisy the cow – with not a lick of CGI!).
This pioneering campaign showcases M&S' commitment to ethical farming and quality #ChilledCowsChilledMilk pic.twitter.com/5gOSNost0b
— DOOH.com (@WeAreDOOH) August 22, 2023
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The innovative and heart-warming advert features a striking visual of ‘Daisy’ – the creative’s endearing cow, playfully engaging with the passers-bys below, sometimes even sticking out her tongue.
Showcased across high-traffic areas, the campaign runs on large format screens; the Screen at Arndale in Manchester and three prime London locations—Four Dials at Westfield Stratford, Canary Wharf, and the Piccadilly Lights.
In addition, the 3D OOH executions will be complemented by a TV and online campaign, fronted by celebrity chef Tom Kerridge as he explores the ethical sourcing of M&S food.
“We’re incredibly excited to launch this innovative world-first DOOH campaign, highlighting that M&S is the only national retailer with 100% RSPCA Assured milk,” said M&S Food advertising manager, Katie Hooper.
“Complementing the rest of our Farm to Foodhall campaign, Chilled Cows, Chilled Milk was filmed at one of our 38 UK dairy farms and allows us to bring to life the importance of animal welfare for us and our customers,” she added.
Kinetic senior account manager, Deyo Adetosoye, commented: “The power of Out of Home lies in its ability to make a resounding public statement and ‘Chilled Cows, Chilled Milk’ achieves just that.
“It’s the perfect canvas for a brand that is so confident in its commitment to the quality and values of the food it supplies, they are happy to broadcast the farms that supply them in glorious 3D in the heart of two of the UK’s biggest cities.”
