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Silk Enlists Michael Phelps to Champion Progress as Perfection


Silk, the nation's #1 plant based beverage brand, launched a new campaign this week titled "Progress is Perfection", and starring gold medalist and world champion Michael Phelps in an unusual way – as the foil for "Greg", a hardworking everyman who drinks Silk and swims laps a few mornings every week and has no interest in attaining a Phelps-esque level of perfection. Greg, rather than Phelps, is presented as the ideal as Silk highlights that progress, in and of itself, is perfection. Watch the spot: https://www.youtube.com/watch?v=oxC0OHblyk0

"We see a lot of extremes around food and healthy living these days, but that's not real life for most people and Silk recognizes that," said Carlos Veraza, President of Essential Dairy & Plant Based for DanoneWave. "The message of the Progress is Perfection campaign is if you're making choices that are just a little better, however you define 'better', then that is perfection."

The campaign, which reinforces Silk's designation as the official Almondmilk of U.S. Figure Skating, will be supported by broadcast, digital, social and print. Silk believes that any small step towards a healthy, active, and positive life should be considered progress, and that is perfect. This spot is the first of several which will each showcase different types of progress happening in our day-to-day lives but for which we may not give ourselves enough credit. The TV spot created by Fallon Minneapolis helps kick off a multi-channel brand campaign where Silk celebrates the idea that "Progress is Perfection."

"We wouldn't want human perfection for anyone. For 99.9% of us that is an unreachable goal," said Rick Utzinger, Creative Director at Fallon. "Silk commends and salutes people's progress and that, in and of itself, is perfection."

Fallon began working with Silk in 2015, providing strategy and creative for the brand as part of a relationship with Danonewave.


Learn more about Silk and its wide array of plant-based products at https://silk.com


Credits:

AGENCY: FALLON
Chief Creative Officer: Jeff Kling
Creative Director: Rick Utzinger
Senior Copy Writer: Simon Roseblade
Senior Art Director: Jay Morrison
Head of Production: Pat Sidoti
Integrated Producer: Erin Kirby
Head of Business Affairs: Brendan Lawrence
Director of Account Service & Digital: Matt Benka
Business Lead: Jordan Hoffarber
Account Supervisor: Natalie Harrison
Account Manager: Julia Frayne
Group Planning Director: Chad Koehnen

PRODUCTION: IMPERIAL WOODPECKER
Director: Stacy Wall
Director of Photography: Mihai Malaimare Jr.
Producer: Anita Wetterstedt
Executive Producer: Charlie Cocuzza
Managing Partner, EP: Doug Halbert

EDITORIAL: ARCADE
Editor: Will Hasell
Senior Producer: Rebecca Jameson
Assistant Editor: Tessa Malsam
Managing Partner: Damian Stevens
Executive Producer: Crissy DeSimone
Head of Production: Kirsten Thon-Webb

COLOR: MPC
Colorist: Mark Gethin
Color Producer: Rebecca Boorsma

VFX/POST: TIMBER
Creative Directors, Partners: Jonah Hall & Kevin Lau
Executive Producer: Sabrina Elizondo
Flame Artist: Chris Homel
Flame Assist: Brandon Harden, Brack Hightchew
Producer: James L Reid
Senior Art Director: Jon Lorenz
2D Artist: Zach Carnes

AUDIO POST: ELEVEN SOUND
Mix / Sound Design: Jeff Payne & Ben Freer
Assistant Mixer: Andrew Smith
Executive Producer: Melissa Elston
Producer: Maddee Bonniot

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