Deutsch LA and CA Milk Advisory Board launch new musically-driven campaign
By Kamala Kirk
Playa Vista-based creative agency Deutsch LA has partnered with the California Milk Advisory Board to launch a new musically-driven campaign called “California Freestyle.”
As part of their new ‘Live in the Golden State’ positioning, the California Milk Advisory Board (aka Real California Milk) also dropped a new Latin pop single of the same name with the first-ever record made from a real wheel of Real California Cheese.
“To live in the Golden State is an active, cultural experience, both physical and emotional, where we embrace everything that makes this state so special and we nourish ourselves with delicious, comforting food made with Real California Milk,” says John Talbot, CEO of the California Milk Advisory Board. “California Freestyle is more than a song, it’s a visual celebration of diverse people, individuality, iconic destinations and food. It’s the rich and vibrant lifestyle and mindset of living in the Golden State.”
The track premiered with a 60-second music video during the California broadcast of the 64th Grammy Awards, giving viewers a taste of California Freestyle in every sense. The single is available on all major music streaming platforms, with a curated album design by Deutsch LA that showcases the vibrant colors of California with a nod towards iconic Golden State graphics.
Trevon Kuhn, Deutsch LA creative director, adds, “For the campaign, we initially considered developing unique work in both English and in Spanish, but decided creating a single, bilingual campaign is a more inclusive and modern way to unify audiences and is more reflective of true California culture.”