Tillamook Attacks Icky, Artificial 'Big Food' in Oscars Spot

Floria Sigismondi Directs Launch Spot for Brand Campaign

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Dairy brand Tillamook is taking on "Big Food," with a campaign that positions it as a the wholesome, authentic alternative to artificial colors, flavorings and mass-production.

The effort kicked off with a spot shot by top director Floria Sigismondi of Believe Media that broke during the Academy Awards. The film opens on images of garishly-colored processed food; orange cheese coming out of a can, multi-colored breakfast cereal, processed cheese slices and so on. We also see clips of factory production lines as the narrator bids farewell to "Big Food" and its artificial ingredients. Then, the processed food is torched, exploded and disposed of as the film goes on to position Tillamook as the"real food" alternative. There's footage of farmers, cows and the great outdoors as the voiceover lauds the brand's integrity, co-op model and "naturally aged cheddar, made by a real craftsman."

Tillamook and 72andSunny are also releasing a series of fun social videos that repeat the "Goodbye Big Food, Hello Real Food" message. The films see various icky-looking processed food items, such as nachos, a milkshake, a cheeseburger and a frozen dessert, being destroyed in somewhat amusing ways in favor of a "real food" alternative.

John Boiler, Founder and CEO of 72andSunny, said in a statement: "Part of the 'Dairy Done Right' story is showing people where food isn't done right. These films are an important chapter in Tillamook's fight for real food and we thought they deserved to be shared during a big cultural moment like The Academy Awards."

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About

Credits
Date
Feb 26, 2016
Agency:
72andSunny
CEO:
Patrick Critiser
Client:
Tillamook
VP Marketing:
John Russell
Marketing Manager:
Gillian Kennedy
Advertising Coordinator:
Ashley Riggs
Founder & CEO:
John Boiler
Co-Founder and CCO:
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
DOP:
Jeanne Vienne
DOP:
Joe Zizzo
EP:
Ben Leiser
EP:
Liz Silver
EP:
Luke Thornton
Head of Production:
Vitaly Koshman
Producer:
Oualid Mouaness
Editorial Company:
Lost Planet
Editor:
Jay Rabinowitz
Editor:
Chris Kursel
Assistant Editor:
Jason Hinkley
Assistant Editor:
Carmen Hu
EP:
Gary Ward
Producer:
Tim Kirkpatrick
VFX/Finishing:
The Mission
VFX Supervisor & Lead Flame:
Joey Brattesani
Flame Artist:
Michael Vagliente
Flame Artist:
Colleen Smith
Flame Artist:
David Sarbell
Flame Artist:
Trent Shumway
Flame Artist:
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
EP:
Scott Ganary
Mixer:
Stephen Dickson
Sound Design Producer:
Jeff Martin
Mix EP:
Dawn Redmann
Final Mix:
Formosa
Mixer:
John Bolen
Assistant:
Jeff King
EP:
Lauren Cascio
Music:
Marmoset
Track Title:
"Gammagoat"
Composer:
Graham Barton
Producer:
Rob Dennler
Producer:
Katy Davidson

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