Real California milk
CALIFORNIA FREESTYLE
From the coastal cities to the small towns, California welcomes all. It’s a place where we can express ourselves freely because there’s no one style of Californian, and there’s no one way to enjoy California dairy.
With music at its core, we debuted "California Freestyle" during one of the most important nights in music — the Grammy’s.
We brought CA Freestyle to life through AR Music Murals
We leveraged the power of OOH to hype up “California Freestyle” with wild postings in California’s most influential neighborhoods for food culture.
And we immersed our fans like never before by incorporating an AR mural experience. Each panel had a unique animation and then the music video would play.
World’s first record made of cheese
Any proper single gets a record drop. We made the most rare and collectible record ever — a record made from an actual wheel of California Cheese. This was shared across social channels, as well as influencer unboxing content.
Never heard cheese sound so good.
Agency: Deutsch LA
Team: Trevor Kuhn & Whitney Rayner
Director: Christian Breslauer