Dot Spots
Since last year, Dairy Farmers of Canada, has been airing this unusual campaign created by Due North Communications.
Through really short commercials they are creating a strong brand image. They have already aired over 200 different pieces. Steadily creating new ones makes the campaign stay fresh and keep attracting people’s interest because, they will probably never see the same commercial more than twice.
This campaign is a good example of how Gareth Kay believes advertising should be nowadays. How, out of small executions, you can get a big campaign that is sustainable for the brand. And if you make a mistake, no problem, you got another 199 executions to make up for it.
