-Creative Direction, Design
Agency: Benito Asociados
Production: Benito Cine
In partnership with Benito Asociados and in collaboration with Carburadores, I creative directed and designed this friendly campaign for Colun.
Colun is one of the most important Milk companies in Chile and is rare in the sense that it brings together a network of small, local farmers.
They had an initial idea and invited me to consult on how to make interesting video clips that speak to this local farming heritage.
I collaborated with my copywriter friend Gonzalo Albornoz to come up with the new tagline “Pura Buena Leche”. A Chilean expression meaning ” good person, kind and honest”. This was a great local concept for Chile considering “Good milk” is an expression of good, wholesome people in general.
The concept involved the real farmers speaking to the camera in an honest and organic video.
We developed a series of videos plus a 30′ only animation along with a national print campaign.
Inititally, the project was for online only but it turned into an National Institutional Campaign for TV,Print and Online.