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DDB CANADA/VANCOUVER, Vancouver / BC DAIRY ASSOCIATION / 2013
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To get people thinking about milk in a fun way we knew music was the answer. People enjoy music. Cows enjoy music, too. Research shows that when cows like what they hear they produce more milk. We created a music contest judged by cows. Consumers could compose a song on the Music Makes More Milk website, with its built-in music generator, and submit it for voting. Public voting determined our semi-finalists and finalists. The songs of the finalists were played for the cows. The cows ultimately chose the grand-prize winner, and it was dependent upon how much milk they produced.
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