Tillamook Says a Fun, Violent Farewell to 'Big Food' in Eye-Catching Ads by 72andSunny

Food fight! Tillamook, the 107-year-old farmer-owned dairy co-operative, cuts Big Food down to size in a series of goofy yet pointed videos from 72andSunny. A continuation of last year's "Dairy Done Right" campaign, the new ads cast Tillamook products as wholesome, tasty "real food" alternatives to mass-produced fare. In "Goodbye Big Food, Hello Real Food," the minute-long TV and online film below, directed by Believe Media's Floria Sigismondi, processed treats most of us would consider delicious appear patently—in some cases, explosively—unappetizing: Gee whiz, that cheesy stuff looks grody, right? And I can't recall chocolate bunnies ever looking so … apocalyptic. "We wanted to spark a conversation bigger than just dairy by taking on the flawed industrialized food system," Kelly Schoeffel, co-head of strategy at 72andSunny, tells AdFreak. "The goal is to provoke people to question the food they eat and the system behind it—and compel them to choose real, honest food made by real people." A bunch of 15-second web clips, hashtagged #ForRealFood, directed by Tony Ung of 72andSunny's in-house production unit, went live during Sunday's Academy Awards telecast. First, we learn that some snackers find processed popcorn positively unbearable: "We had a blast thinking of scenarios to destroy Big Food and offer real-food solutions in ways that would resonate with Oscar-watching audiences," says Schoeffel. "It allowed us to get creative with the content. Also, people in bear suits are always a good time." In the next spot, an artificially flavored ice-cream sandwich falls flat—literally: Say, this corporate cheeseburger isn't so sharp! (That must not be 100 percent real cheese!) In the ad below, a slushie made with red dye gets iced out: Finally, we get some especially gnarly feedback about "nasty nachos": Agency and client don't view the campaign as an all-out attack, Schoeffel says. "It's more of a break-up with Big Food, bringing an end to a bad albeit nostalgic relationship," she says. "These packaged goods were sold to us as 'food,' and the whole world is starting to see that definition differently." Might folks might find the ads too preachy? "Nah," says Schoeffel. "How our food is made, and by whom, is no longer a niche topic but rather an escalating conversation in culture. Tillamook is just one voice in that conversation, offering an honest point of view that invites people to independently make up their minds." CREDITS —Film Credits Client: Tillamook Chief Executive Officer: Patrick Critiser VP of Marketing: John Russell Marketing Manager: Gillian Kennedy Advertising Coordinator: Ashley Riggs Agency: 72andSunny Founder and CEO: John Boiler Co-Founder and Chief Creative Officer: Glenn Cole Partner and Chief Strategy Officer: Matt Jarvis Group Creative Director: Barton Corley Group Creative Director: Gui Borchert Creative Director: Jason Ambrose Lead Designer: Will Lindberg Lead Writer: Dylan Berg Designer: Jessica Lasher Writer: Sebastian Lyman Co-Head of Strategy: Kelly Schoeffel Strategist: Anneliese Rapp Social Strategist: Tricia Teschke Data Strategist: Laura Colvin Group Brand Director: Yen Lovgren-Ho Group Brand Director: Josh Jefferis Brand Director: Ryan Griffin Brand Manager: Laura Hoffman Brand Coordinator: Andrew Wood Executive Producer of Film: Danielle Tarris Senior Film Producer: Nick Miller Production Coordinator: Kristin Batalucci Business Affairs Manager: Cecilia Harvey Business Affairs Coordinator: Michelle Fink Production Company: Believe Media Director: Floria Sigismondi Director Of Photography: Jeanne Vienne, Joe Zizzo Executive Producers: Ben Leiser, Liz Silver, Luke Thornton Head Of Production: Vitaly Koshman Producer: Oualid Mouaness Editorial Co: Lost Planet Editorial Editor: Jay Rabinowitz/Chris Kursel Assistant Editor:Jason Hinkley/Carmen Hu EP: Gary Ward Producer:Tim Kirkpatrick VFX/Finishing: The Mission VFX Supervisor/Lead Flame: Joey Brattesani Flame Artists: Michael Vagliente, Colleen Smith, David Sarbell, Trent Shumway, Patrick Ferguson Graphic Design: Laura Panella VFX Producer: Ryan Meredith VFX Coordinator: Kristina Thoegersen Chief Engineer: Brian Cuscino Head of Sales/EP: Ellen Turner Managing Director: Michael Pardee Sound Design: 740 Sound Lead Sound Designer: Chris Pinkston Assistant: Scott Pinkston Executive Producer: Scott Ganary Mixer: Stephen Dickson Sound Design Producer: Jeff Martin EP of Mix: Dawn Redmann Final Mix: Formosa Mixer : John Bolen Assistant: Jeff King Executive Producer: Lauren Cascio Music by Marmoset Track title: "Gammagoat" Composed by Graham Barton Produced by Rob Dennler and Katy Davidson —Social Film Credits Client: Tillamook Chief Executive Officer: Patrick Critiser VP of Marketing: John Russell Marketing Manager: Gillian Kennedy Advertising Coordinator: Ashley Riggs Digital Marketing Supervisor: Laura Schatz Agency: 72andSunny Founder and CEO: John Boiler Co-Founder and Chief Creative Officer: Glenn Cole Partner and Chief Strategy Officer: Matt Jarvis Group Creative Director: Barton Corley Group Creative Director: Gui Borchert Creative Director: Jason Ambrose Designer: Jessica Lasher Designer: Laura Beck Writer: Hilary Smith Co-Head of Strategy: Kelly Schoeffel Strategist: Anneliese Rapp Social Strategist: Tricia Teschke Data Strategist: Laura Colvin Group Brand Director: Yen Lovgren-Ho Brand Director: Ryan Griffin Brand Manager: Laura Hoffman Brand Coordinator: Matt Brooks Executive Producer: Danielle Tarris Senior Film Producer: Jason Heller Business Affairs Manager: Cecilia Harvey Business Affairs Coordinator: Michelle Fink Hecho En 72 Credits: Director/DP: Tony Ung Producer: Jonny Edwards Production Manager: Michael Bergin Food Stylist: Joe Lazo Production Designer: Martina Buckley Editor: Aaron Leichter Assistant Editor: Thomas MacVicar Producer: Lynne Mannino Producer-Audio: Whitney Fromholtz Audio Engineer: Brian Naas VFX: Jogger Studios Shauna Prescott: Senior Flame Artist James Howell: Producer

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Tillamook Says a Fun, Violent Farewell to 'Big Food' in Eye-Catching Ads by 72andSunny

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