That’s nice milk: Steven Adams takes Meadow Fresh milk to new heights in new work via DDB

Goodman Fielder and DDB Group Aotearoa have partnered to release their latest campaign, showcasing the ongoing support from Meadow Fresh for Steven Adams’ Sports Pathways Basketball Camps for Kiwi Kids.

 

Since 2016, Meadow Fresh has been the major sponsor of Steven Adams’ Basketball Camps. The free of charge camps see 8-17-year-olds enjoy time on the court with Adams, working on their basketball skills, and most importantly, having lots of fun. In 2018, Adams launched a new High Performance Camp for top high school age basketball players, with an aim of opening doors for more New Zealand teenagers to receive US basketball scholarships.

Comedic in nature, the campaign leans into the trope of celebrity endorsements of brands often feeling forced and awkward. Adams is seen doing things he excels at – basketball and supporting Kiwi kids – juxtaposed with something he is not as good at (acting). The campaign also naturally plays into the deadpan sense of humor Adams is known for, while highlighting the ongoing partnership between Meadow Fresh and Adams.

Says Adams: “I would like to thank Meadow Fresh for their continued support, they have been there since the beginning of my camps, and I am excited about the new TVC and our plans to continue the work we are doing for our Tamariki. Much aroha, Meadow Fresh.”

Francis Coulter, head of retail marketing and category at Goodman Fielder, says that the campaign is what Meadow Fresh is all about; supporting Kiwi families to grow great Kiwi kids through nutritious quality dairy products.

Matt Williams, creative director at DDB Group Aotearoa, adds that as a well known and loved Kiwi brand, Meadow Fresh is doing an amazing job at continuing its partnership with Steven Adams and his Basketball Camps: “What Steven is doing with these kids is quite remarkable. We wanted to tell that story in a way that felt true to the guy and leaned towards his core skill set, rather than fought against it – as sponsorship ads can often be guilty of.”

Consumers can expect to see more of the campaign across TV, online video, OOH, social and POS.

Client:
Francis Coulter – Head of Retail Marketing
Danielle Dyson – Head of Marketing and Category, Dairy
Jen Jones – Marketing Manager, Milk
Ra Fletcher – Head of Communications
Lydia Barker – Brand Manager

Sports Pathways:
Zak Lassey – Trustee, Sports Pathways
Rob Tuilave – Trustee, Sports Pathways
Spencer Webster – Chair, Sports Pathways

Agency: DDB Group Aotearoa

Production Company – The Sweetshop
Director – Max Barden
Executive Producer – Kate Roydhouse
Executive Producer – Ben Dailey
Producer – Larisa Tiffin
DOP – Crighton Bone
Editor: Joe Morris @ The Editors
Grade: Alana Cotton @ Images
Online: Leon Woods