The dairy sector speaks again.
Sectors
- Food
Know-how
- Brand strategy and advice
Rewards
- Stratégie Design (Or)
- TOPCOM Corporate (Or x2)
- Stratégie Communication éditoriale (Argent)
- FWA
- CSS Design (x2)
- Awwwards
CNIEL puts transparency and discovery at the heart of its strategy.
Situation & challenge
The French dairy sector, a jewel under the fire of critics
Animal treatment is at the heart of the concerns of society, nourishing all fantasies and putting in the background the love of breeders and processors for their jobs.
How to speak again and show the real conditions of production when unrepresentative videos and comments make a destructive buzz?
Strategy
In the face of criticism, open its doors.
We want to make the speeches of the industry evolve towards total transparency and put the humans who make the industry in the foreground. Objective: humanize the discourse and show a new and unsuspected side of the industry through a bold and innovative brand content.
Meanings Strategy
Change the tone
Transparency as the first argument
- Break the vicious circle of dependent videos by speaking out showing the real daily life of the sector
- Giving voice to actors in the sector, humans
Nobility and poetry
- Break with the violence of the debates by offering a loving, noble and poetic vision of the profession
- A sincere posture and focused on a strictly positive speech.
Open the doors of a dairy farm
“À l’heure du lait” Web Documentary
- a web documentary about the life of milk
- 24 hours in the company of a real breeder
- 360 ° video to be immersed with cows
Installation at the agricultural show
- Provide an interactive physical experience
Press conference
- Invite journalists to discover the support and dispel misconceptions
Present the milk processing factories
Webdocumentary “Au rythme du lait”
- Follow the whole milk processing chain
- Show the care given to the products
- Health security at all levels
Results
- 1 upgraded sector
- 1 global echo, specifically in Asia, the Middle East, and South America.
- 1 Top Com Corporate (gold)
- 1 Top Com Corporate Grand Prize
- 1 Editorial com strategies (money),
- 2 CSS Design
- 1 FWA
- 1 Awwwards
BRAND CONTENT 01
Web documentary “À l’heure du lait”
To highlight French dairy know-how, Sweet Punk proposed to the National Interprofessional Center for the Dairy Economy to translate the passion and thoroughness of the dairy industry in France into a digital device.
Installation at the agricultural show
As an extension of the award-winning web documentary “At the time of milk”, the CNIEL, we carried the message physically and installed the dairy farm in Paris as part of the 55th International Agricultural Show.
BRAND CONTENT 02
Web documentary “Au Rythme du Lait”
Au rhythm de Lait opens the doors of French dairy factories to consumers for the first time and warms the industrial sector with emotion and poetry.
