The BC Dairy Foundation, a not-for-profit organization with the mandate of increasing consumption of milk in British Columbia, launches The Weak Shop and opens the first Weak Shop store offering inventions and whimsical gadgets to those of us who are weak from not drinking milk.
“The creation of The Weak Shop sub brand marks a innovative approach to milk marketing. It’s bold, quirky, and talks to teens in an unusual way,” says Liz Gurszky, director of market development and communication, BC Dairy Foundation. “Instead of preaching to teens about health benefits, we’re really driving home our point that milk gives you energy by showing the performance consequences of not drinking enough milk in an offbeat, teen-relevant way.”
BCDF, in partnership with its agency of record DDB Canada and Rob Johnston, an award-winning industrial designer, developed a range of innovative products including, Chair Pants, Food Lift, Wallet Walker and more for The Weak Shop. To advance future innovation, The Weak Shop has asked consumers to submit ideas that could be developed and added to The Weak Shop product line. All entries will be entered into a contest to win a Mac Book Pro with Adobe Creative Suite. A prototype of the winning invention will be created by Rob Johnston. To enter visit www.TheWeakShop.com/contest.html.
The proceeds of all product sales from The Weak Shop will go directly to KidSport BC, a community based sport-funding program that provides grants for children to participate in a sport.
Watch the newest The Weak Shop commercial below for Chair Pants.
Chair Pants attach easily to any existing pants. A rigid, yet supple polypropylene cup gently cradles your behind. Sturdy carbon fiber rods support up to 1000 pounds (454 kilograms). To activate your Chair Pants simply make a sitting motion. Stand up and the Chair Pants legs fold neatly away. A patented rod hinge allows the Chair Pants legs to hang down when not in use.
Agency: DDB, Vancouver
Client: BC Dairy Foundation
Creative Director: Dean Lee
Creative Director: Cosmo Campbell
Copywriter: Kevin Rathgeber
Art Director: Colin Hart
Agency Producer: Ryan McCormick
Director: Benjamin Weinstein
Production Company: Steam / Filmgroup
Executive Producer: Kevin Walter
Producer: Matt MacLennan
Director of Photography: Phil Lanyon
Industrial Designer: Phil Johnston
Post Production: Steam / Filmgroup
Editor: Jonathan Morris
Audio Producer: Peter Clarke
Audio Engineer: Keith White