MONTREAL- Dairy Farmers of Canada (DFC) announces another ground-breaking first. On July 3rd, DFC is launching Canada's first 3D advertising campaign at Cineplex theatres throughout Ontario and the Maritimes.

The 3D commercials will be an extension of the teen-targeted, award-winning five-second "Dot Spot" Milk campaign, which launched in the fall of 2007, and has since aired 129 spots. The first to market with a five-second television and cinema Milk advertising campaign, DFC will also be the first organization to market 3D spots. The spots will launch at 19 theatres showing 3D movies this summer.

The spots were created by Due North Communications and animated by Head Gear Animation, both of Toronto.

"It's important for the Milk brand to be leading-edge in order to continue to build its relevance with our teen consumer," said Solange Heiss, assistant director, marketing and nutrition communications at DFC. "They're a very important audience for the brand. Creating a 3D ad campaign demonstrates how we are committed to finding new, fun and effective ways to reach teens." As Karen Howe, vice president and creative director at Due North noted, "We were utterly determined that the Milk brand be the first with 3D ads because our teen target prides itself on being at the front of whatever is cool and new. Our much-emulated Dot Spots were clearly a home run. Thanks to the seamless collaboration with Head Gear Animation, we think the 3D Dots will be too."

"Always striving to break new ground and surprise teens, we followed-up on Milk's five-second campaign launch with spots specifically designed for teens' mobile phones last fall," added Rob Nadler, group account director at Due North. "With the upcoming wave of 3D movies, we saw this as an ideal opportunity to shatter the teens' expectations."

The 3D spots each communicate one single benefit for Milk, which is a continuation of the strategy developed a year and a half ago by DFC. In these spots, the benefits are growth, energy and refreshment.

The spots can be seen throughout Ontario and the Maritimes at Cineplex theatres, beginning with the release of Ice Age 3D, on July 3rd.