senckađ
Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Sid Lee Turns Twitter's Most Used GIFs into 'Milk Moments' for European Milk Forum

11/06/2018
Advertising Agency
Paris, France
148
Share
New campaign examines the most popular gifs shared on Twitter, revealing the real story behind each
In honour of World Milk Day, the European Milk Forum, the EU organisation for the promotion of milk consumption, is introducing a new operation in its ongoing “Milk Moments” campaign. Created in collaboration with Sid Lee Paris, the new campaign examines the most popular gifs shared on Twitter, revealing the real story behind each.

Each behind-the-curtain peek highlights the association’s efforts to call attention to the variety of ways and times we consume milk. The scenarios in each of Twitter’s most-shared gifs were recreated and re-situated in a new context involving a milk moment to demonstrate the campaign’s message: Behind each emotion is a Milk Moment. 

For the first time, gifs aren’t simply illustrating a message, they are messages in and of themselves. Using photo recognition technology, Sid Lee Paris developed a tool, which selects tweets containing the most-used gifs and sends automatic replies to reveal what’s behind the gif the user posted. 

Check out the European Milk Forum’s re-mixed gifs below:
Credits
Agency / Creative
Production