M&S Food 3D billboard campaign

M&S Food’s 3D billboard campaign stars a laid back cow called Daisy

One of the first examples of 3D OOH to use live action footage, the ad was shot on-site at a farm owned by one of the brand’s milk suppliers

The 3D billboard is definitely having a moment, with brands using the format to sell everything from movies to trainers (see Nike Japan’s viral Air Max Day campaign from last year).

The latest brand to embrace 3D OOH is M&S Food, whose new campaign Chilled Cows, Chilled Milk combines the cutting-edge technology with creative storytelling to highlight the brand’s commitment to ethical farming.

Created with agencies Mindshare, Kinetic, and DOOH, it’s one of the first examples of a billboard campaign that uses live action footage, showing a larger-than-life cow called Daisy playfully leaning out from the screen and sticking her tongue out.

While previous campaigns using the format have relied on CGI, the 3D visuals of Daisy were captured in camera, shot on-site at a dairy farm owned by one of M&S Food’s RSPCA-assured milk suppliers in Northern Ireland.

Part of the brand’s broader Farm to Foodhall initiative, fronted by celebrity chef Tom Kerridge, the campaign is running on large-format screens across Manchester and London, including Piccadilly Lights.

“Chilled Cows, Chilled Milk not only showcases a world-first use of live action 3D footage,” says Becky Power, ECD at Mindshare UK, “but also captivates the audiences through striking creative and by bringing the farm experience to the heart of urban landscapes.”

Creative Production Studio: DOOH
OOH Agency: Kinetic
Media agency: Mindshare