TitlePiano for Peace
Campaign Piano for Peace
Advertiser Steinway & Sons
Brand Steinway & Sons

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Type Digital
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About DDB Worldwide Inc.

We believe that creativity is the most powerful force in business- it stirs emotion, influences minds and builds brands. The combination of brilliant creative ideas and extraordinary results is what sets DDB apart. We are not satisfied to be simply the most creative agency network in the world, but hold our creative ideas accountable for delivering business-building results. Our vision is to maintain our distinguished position by developing remarkable creative that transforms communication clutter into communication currency. The DDB Worldwide Communications Group was ranked #1 worldwide by the Advertising Age 2009 Agency Report. This recognition is a testament to the depth and breadth of our marketing services resources across the globe. Collectively, our network and individual offices around the world have been named Agency of the Year 120 times. In 2009 alone, DDB won nearly 100 awards for creativity and marketing effectiveness including: 52 Cannes Lions, 22 Clios, 12 EFFIEs, 6 Pencils and 2 One Show awards. We believe our success is directly a result of the talent at DDB, the proprietary tools and processes we employ, and the way we work.

Latest News

Dairy Farmers of Canada Encourages You To “Pour A Tall Cold One”

Today, Dairy Farmers of Canada (DFC) launches a refreshing new campaign that encourages consumers to grab a cold glass of Canadian quality milk and take a sip. The new campaign is part of a communications strategy to halt the decline of milk sales, by embracing the true consumer and their perception that ‘milk is just milk’.

“Men are most likely to pour themselves a glass of milk at lunch, dinner or as a snack,” says Sébastien Bergeron, assistant director, Marketing, Dairy Farmers of Canada. “They already know all there is to know about milk, so we needed to take a different approach. To drive consumption, we crafted a story that is self-aware, unexpected and gives men permission to drink milk more often.”

Developed by DDB Canada’s Toronto office, the integrated campaign “Pour A Tall Cold One” parodies the sometimes over-the-top approach of beer advertising without taking itself too seriously. Leveraging some of the age-old traditional beer formats, the English-only campaign includes the 30-second TV spot “Hockey” which takes milk into the mountains and the 15-second online video “Pour” which dramatizes the pour. The campaign will also include preroll and social videos; homepage takeovers; out of home advertising, including high impact transit shelter advertising and a 3D billboard; and a paid influencer program coordinated by DDB Public Relations.

“Our target enjoys drinking milk for what it is – a delicious drink to be enjoyed anywhere, anytime,” says Paul Wallace, executive creative director, DDB Canada Toronto. “We aren’t trying to persuade them to like something they already love, we’re just reminding them that milk is refreshing.”

The first flight of the campaign launched on February 13, 2017 and will continue in various markets across Canada for 13 weeks, with Initiative responsible for targeted media buying and planning. The campaign’s second flight launches later this summer. 

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