Scrolling Girl.
For almost 90-years, Melbourne’s “Skipping Girl” sign stood as Australia’s symbol of youthful vitality, but it has been reimagined by Dairy Farmers as Scrolling Girl in a campaign via The Royals.
Scrolling Girl was created by neon artist Jack Pullen.
“For more than 125-years, Dairy Farmers has been about nourishing growing bodies and active lives,” said Bega Group general manager, marketing and innovation, Matt Gray.
“This campaign is about raising awareness and offering positive, practical ways to help families bring more vitality and Oomph into everyday childhood.”
Lauren Jumps is the new face of Dairy Farmers' protein smoothies and will feature in a ‘skip off’ alongside World Champion Aussie jump roper, Luke Boon, plus Gold Coast Suns players next Friday, April 17 in Burleigh Heads, Queensland.
"The fact that we've replaced a play based childhood with a screen based childhood has been a disaster for the psychological and physiological well being of children,” said child psychologist Dr Michael Carr-Gregg.
“I regard this project as one of the most important campaigns we've run in Australia for many years."
Scrolling Girl launches a 10-week skipping challenge in 270 schools by afterschool care provider, Team Kids, including distribution of almost 8,000 skipping ropes to children across the country.
Scrolling Girl can be seen at 651 Victoria St, Abbotsford.
“When a problem of this magnitude challenges a brand's core values, it presents an incredible opportunity to create real impact by sparking conversation and driving action,” said The Royals founder and managing partner, Steve O’Farrell.
“Huge credit to the Dairy Farmers team for having the Oomph to make it happen".
CAMPAIGN CREDITS
Client: Dairy Farmers
Executive General Manager, Bega Group – Darryn Wallace
General Manager, Marketing and Innovation, Bega Group - Matt Gray
Marketing Manager, Flavoured Milk, Bega Group – Anjali De Silva
Assistant Brand Manager, Bega Group - Isabella Lucas
Senior Manager, Bega Group - PR & Social Media - Hannah Saliba
PR Manager, Bega Group - Caroline Roe
Social Media Lead, Bega Group - Jordanna Roth
Partner: Team Kids
Founding Director - Sam Hoath
Head of Marketing - Tash Aarons-Clark
Campaign & Communications Coordinator - Maree Vaynberg
Creative Agency: The Royals
Neon Artist: Jack Pullen
Sign Builders: Good Sign Co.
Installers: Peak Installations
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