Interactive ad: European Milk Forum: Behind the Gifs

Embed Video

Top 6: March 27th 2019

Created in collaboration with Sid Lee Paris, the new operation examines the most popular gifs shared on Twitter, revealing the real story behind each. Each behind-the-curtain peek highlights the association's efforts to call attention to the variety of ways and times we consume milk. The scenarios in each of Twitter's most-shared gifs were recreated and resituated in a new context involving a milk moment to demonstrate the campaign's message: Behind each emotion is a Milk Moment. Using photo recognition technology, Sid Lee Paris developed a tool, which selects tweets containing the most-used gifs and sends automatic replies to reveal what's behind the gif the user posted.

[url_new=https://twitter.com/Milk_Moments/status/1002557914190680067/photo/1][b][The Big Lebowski][/b][/url_new]

What suprised Joey:
[url_new=https://twitter.com/Milk_Moments/status/1003563501179342848][b][Joey and the young woman][/b][/url_new]

Why is that man really crying on his sofa?
[url_new=https://twitter.com/Milk_Moments/status/1003563526940778496][b][the man crying on his sofa][/b][/url_new]