The Inspector.

Dairy Farmers of Manitoba

Brand Strategy, Brand Positioning, Brand Campaigns, Brand Media Buying

Dairy Farmers of Manitoba (DFM) is the representative body of Manitoba’s dairy farmers and the industry. As a brand that hadn’t been touched in 20-years, the challenge facing the organization was the dairy farmers felt they were too far from the hearts and minds of the public. The campaign creative needed to add new life to the organization, humanize the brand, and create an emotional connection with dairy wary Manitoba Millennial families.

Challenge

To show Manitoban families that ‘Family is at the heart of Manitoba dairy farms.’ To support this strategic rationale, every aspect of the brand’s advertising platform and campaign had to be authentic. The work needed to resonate with Manitobans on a human level, showing the farmers as mirroring how the public feel about their own families.

Strategy

To support the strategic insight, we developed the Dairy Farmers of Manitoba ‘All from a good place” brand platform, and created a short film called “The Inspector” which was released a week before Father’s Day to help recognize the challenging and inspirational roles that fathers can play in their children’s lives and futures.

The film is a true story about a four-generation family-run dairy farm that focuses on the struggle, beauty, and living legacy that comes from one generation of farmers passing their know-how onto the next.

As authentic as it is cinematic, The Inspector is an openly honest film that explores the relationship between parents and their children and the family dynamic that comes from moments in our lives when we have to step into new roles whether we are ready for them or not.

For Alain–the central character –that moment came with the passing of his dad Raymond, which left him questioning his future on the farm and if he had listened and learned enough to unknowingly assume the role of The Inspector himself.

The film was shot entirely on location at the Philippot family farm and was created to be viewed in multiple video formats from short pre-roll teasers to its original full-length 15-minute version.