While Quebeckers have been trying to cool off during the dog-days of July, the Fédération des producteurs de lait du Québec in conjunction with agency BBDO Montreal launched a smart campaign for Chocolate Milk which has enthused bloggers, anima-philes and …dairy enthusiasts alike.
The Adventures of Leo and Choc is a new animation platform starring two flamboyant characters whose adventures are captured in cartoons and comic strips shown at movie theatres, on the web and in print. Leo, a drop of milk, and Choc, a chocolate square, are two pals who continually find themselves in sticky situations which always result in their messy blending into chocolate milk, whether caught on a beach under the blazing sun or being shaken on a wild roller coaster.
having made their on-screen debut on July 6th, Leo & Choc will continue appearing in movie theatres through mid-August with three animations running in succession prior to the feature presentation. On the Web, site banners show the animations and neither is the gaming community safe. As of August 2nd, Leo & Choc have made their way into titles as Need for Speed, Tony Hawk’s American Wasteland and MLB 2K7 through a three-month run of in-game billboard advertising.
In print, readers have been following the Adventures of Leo & Choc in the form of a comic strip appearing in Metro and Voir newspapers. All totalled, twenty-two stories (twenty-two in Metro and eleven in Voir) will be told, and each ends with an invitation to visit leoetchoc.com. In its first three weeks, over 80, 000 people have surfed over to see what the plucky heroes were up to: a huge amount for a small territory. The University of Sherbrooke’s Monde du Marketing Interactif blog writes 'I assure you this site will give you a craving for (chocolate milk.)'
On the Leo & Choc website, visitors get the chance to create their own animations through a toolbox offering choices of settings, characters, the character’s moods, the situation and more. To date, more than 4,500 unique animations have been created. The site also allows visitors to view five episodes exclusive to the Web and download a choice of screensavers.
So, it’s summer! It’s sunny! Go squish some chocolate and milk together over at www.leoetchoc.com.
