This document outlines a proposed treatment for a branded content video for Dutch Lady milk. It proposes using a child's innocence and naivete to bring humor to the video and represent the purity of the milk. The biggest challenge will be filming with the child talent but celebrities will be used to play up their star power. The tone is proposed to be a quirky talk show with some investigative elements. The set design aims to incorporate purity through colors of blue and white and putting interview subjects on high stools to make them feel vulnerable. Wardrobe and graphics will also be used to reinforce the theme and tone. The treatment is meant to start discussions and further refinements will be made.

1. Dutch lady
“As pure as truth!”Branded content video treatment - KelvinT
Jan, 2016

2. overview
WE USE THE CHILDS INNOCENTS AND NAIVETE TO BRING
HUMOUR AND CREATE AN ENTERTAINING FILM. THE CHILD
INNONCES IS A WAY OF SHOWING THE “PURENESS” OF THE
MILK. !

3. Overview
Our biggest challenge with this film will be
shooting with the child talent. As we
spoke over the con-call we will do all we
can to make the child comfortable and
get him to be as innocent and impromptu
as possible during the shoot. What we
have going for us thou, is that the talents
are celebrities and we will play up their
“star” attraction in these film. !

4. toneTHIS IS A QUIRKY TALKSHOW, MIXED WITH A LITTLE BIT OF
“INVESTIGATIVE” REPORTING. !

5. Tone and Manner
For this film I see it as something that starts serious and very
television morning talk show but takes on a light humorous
approach. I’m thinking along the lines of the Pink Panther, a
real detective with real crimes but done with humor and
quirkiness. Most important is the child’s “purness” which has
to come across when he is questions his parents. The
innocence would have to be like in the TV show “Kids say the
Darndest things”.!
!
https://www.youtube.com/watch?v=fn50npdarI4!
!

6. art directionAS WE ARE GOING FOR A REAL LOOK AND FEEL AND
EVERYTHING IN IT WILL LOOK LIKE A MORNING TALK SHOW.!

7. Set Design, THEME
What I’m striving for in the set design is to incorporate the
theme of Purity. Its good that the Dutch lady color are Blue
and white as they are the closest colors associated with purity
as this makes for a great base to start from. Final set design
will be presented during PPM. !
!
Side note :!
As we are also trying to put the parents into a feeling of venerability. I’m
suggesting that we have the parents on high stools in the open instead
of comfortable arm chairs. Putting them in a venerable space as how
they do with contestants in “who wants to be a million air”. This will add
to the whole feeling off venerability.. !

8. Color Pallet
Going a little bit more pastel will soften out the
set a little. But with the use of TV style lighting
will help bring the tone up. We would keep the
range of color cool. !
!

9. wardrobeWE KEEP IT LIGHT, SMART CASUAL!

10. * Suggestion of a look and feel for the family (will speak more at PPM)!

11. * Suggestion of a look and feel for the fairy (will speak more at PPM)!

12. graphicsShow graphics!

13. * Inspiration for the design!

14. Emotional respond

15. Final Thoughts
Putting a treatment together always gets my
heart racing, you can sense the potential of
this spot. This is a quick treatment and I’m
sharing it with your team to show you the
direction that I would like to take this film in.
This treatment is by no means the final
direction but I hope we would use it as a start
of our discussions. So please feel free to
contact me or Malcolm if you need to clear
anything.
I’m looking forward to creating a “sharable” film
and I’m grateful to have been given this
chance to work with your team on something
new for DutchLady.
Speak soon.
!