Picture a cookie dunk. Delicious, right? Now picture it with a glass of water. If the thought of that makes you feel uneasy, then you may want to brace yourself. In a series of videos, OOH and digital ads, BC Dairy and Alberta Milk are showcasing how nothing comes close to the satisfaction of eating dairy by removing it from the equation.    

“While previous generations already view dairy as a key ingredient for making food and drinks taste delicious, Gen Z’s didn’t have the same associations amongst a sea of options in today’s grocery aisles,” explains Jennifer Woron, director of market development at BC Dairy. “So, we wanted to show this next wave of food lovers – in a humorous way – that without the incomparable taste of dairy, some of our favourite staple dishes are just plain disappointing.”

To pull off the humour for this discerning market, TAXI, dialed up the weird factor in short 15-second videos that paired the feeling of dairy-less dishes with unexpected, unpleasant situations. The result is a series that speaks to Gen Z and their less-traditional, subversive brand of comedy.  

“The work feels like it took a complete left turn from what would have been expected,” says James Sadler, executive creative director of TAXI Vancouver. “And we’re proud to say that the resulting pieces are weird, wonderful, fresh, and entirely rewatchable.”