World first live-action 3D Digital Out of Home Campaign for ...

November 2023


  • Chilled Cows, Chilled Milk is the first ever 3D Out of Home campaign created ‘in camera’ unlike previous campaigns that have relied on CGI.
  • Filmed on location at a farm in Northern Ireland that provides milk for M&S, the campaign brings M&S Food’s suppliers to the heart of London and Manchester.

 London UK, 23rd August 2023 – Mindshare, Kinetic, and DOOH.com have unveiled the world’s first live-action 3D Digital Out of Home campaign, in partnership with M&S Food. The pioneering campaign, titled ‘Chilled Cows, Chilled Milk’ marks a significant leap forward in merging cutting-edge technology with creative storytelling, all while highlighting M&S Food’s dedication to animal welfare and ethical farming.

Unlike previous 3D Out of Home campaigns, ‘Chilled Cows, Chilled Milk’ captured its 3D visuals ‘in camera’ without the need for CGI. The campaign creative was filmed on-site at a dairy farm owned by one of M&S Food’s RSPCA-Assured milk suppliers in Northern Ireland.

 The innovative campaign features a striking visual of ‘Daisy’ – an endearing cow, playfully leaning out from the screen to engage with passers-by below, even going so far as to stick out her tongue, leaving an indelible impression on viewers.

Commenting on this ground-breaking campaign, Katie Hooper, Advertising Manager at M&S Food said, “We’re incredibly excited to launch this innovative world-first DOOH campaign, highlighting that M&S is the only national retailer with 100% RSPCA Assured milk. Complementing the rest of our Farm to Foodhall campaign, Chilled Cows, Chilled Milk was filmed at one of our 38 UK dairy farms and allows us to bring to life the importance of animal welfare for us and our customers. Because when we say ‘this is not just food’, we really mean it.”

Becky Power, Executive Creative Director at Mindshare UK said, “We are thrilled to pioneer this breakthrough in advertising alongside Kinetic and DOOH.com. ‘Chilled Cows, Chilled Milk’ not only showcases a world-first use of live action 3D footage but also captivates the audiences through striking creative and by bringing the farm experience to the heart of urban landscapes. This campaign perfectly brings together creativity, technology, and values, encapsulating M&S Food’s commitment to ethical practices.”

 Deyo Adetosoye, Senior Account Manager, Kinetic added, “The power of Out of Home lies in its ability to make a resounding public statement and ‘Chilled Cows, Chilled Milk’ achieves just that. It’s the perfect canvas for a brand that is so confident in its commitment to the quality and values of the food it supplies, they are happy to broadcast the farms that supply them in glorious 3D in the heart of two of the UK’s biggest cities.”

 Launched this week, the campaign runs on four spectacular large-format screens: The Screen@Arndale in Manchester and three prime London locations—Four Dials at Westfield Stratford, Canary Wharf, and the iconic Piccadilly Lights.

Commenting on this innovative OOH campaign, DOOH.com’s Andrew Newman said, “3D DOOH is a much more effective way for brands to stand out, but up until now such campaigns relied on CGI. On this occasion, using CGI would lack authenticity.  So, to stay true to the brief, the only way to film this first-of-its-kind 3D illusion was totally in-camera and on-location. We achieved this through a complex technique to pull focus on each layer of our horizon, shooting on all lenses between 15mm-85mm and then re-stitching each in-focus slate before the grade. We even worked with expert animal trainers at A-Z Animals to earn the star – Daisy the cow’s – trust, so that after eight days of training, on the day of the shoot she knew her walking route, where to stand, and how to stretch her head out so that she never broke the edge of frame. All of this was captured in one 20-second take.”

As an integral part of M&S’s larger ‘Farm to Foodhall’ initiative, the 3D Out of Home execution complements a TV and online campaign fronted by celebrity chef Tom Kerridge, as he explores the farms that supply M&S Food. By bridging the gap between farm and city, the campaign perfectly encapsulates the essence of M&S’s commitment to ethical sourcing and quality.