Arla’s new dairy snacks celebrate kid magic.
Arla needed to create 4 x 15 second videos to help launch a range of dairy snacks in the United Arab Emirates and Saudi Arabia. The concept was based on the insight that parents can be too overbearing. Arla wanted to celebrate kids being kids, with the campaign idea being ‘Let them grow naturally’.
The campaign would be distributed across digital platforms including YouTube, Facebook and Instagram to raise product awareness and generate click-throughs to the brand’s website.
Dubai based Genero Creators, L’Infini Productions, produced the films which centre around the idea that it’s natural for kids to make a mess when playing. Each video is shot as if through the lens of a parent capturing a child mid play and shows different scenarios where the parent is faced with the dilemma – ‘What do you see? Mess maker, or little explorer?’
In total 4x different scenarios were created, including a child digging a hole in the garden and another building an indoor fort out of furniture. Each scenario was delivered in both English and Arabic, and in the required ratios for the various platforms – 16:9, 1:1 and vertical.
Digging for treasure
Building a fort
The toy truck
Elena Kovalenko (L’infini Productions) is an award-winning filmmaker. Her work has received critical acclaim and collected international awards and recognition with festival screenings in Los Angeles, London, Orlando, Dubai, and Cannes, among many others.Join now to view full profile