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The campaign, based in the fictional town of Four Ridges, sees an evil little girl, Martha, unleash an unstoppable flood of Frijj.

The series of virals, reminiscent of cult film The Blob, will be released on 14 July.

Jon Williams, chief creative officer at Grey London, said: "Frijj is a slow drink, to be savoured and very different to the freneticism of a cola or energy drink.

"This is what we wanted the campaign to communicate but in a funny, engaging, off-the-wall kind of way."

A campaign website, www.fourridgesmustbedestroyed.com, will allow users to upload their own horror movies which use Frijj as a prop.

The best of these will then be showcased at a Frijj film festival across 25 London cinemas.

The digital campaign will be supported by online advertising as well as print and outdoor work.


Project
Four Ridges Must Be Destroyed
Client
Richard Tolley, Dairy Crest group marketing director; Mike Smith, group brand manager; Oliver Dickson, brand manager
Brief
Promote Frijj milk drink
Creative agency
Grey London
Copywriter
Alex Mavor
Art director
Ed Kaye
Planner
Ollie Gilmore
Media agency
John Aylings and Associates and Equimedia
Media planners
Deidre McNair, Jonathan Newton, Stephanie Mulcahy, James Miles
Production company
One Small Step
Director
Tomorrow's brightest minds
Editor
Russ Lichter
Post-production
Mind Over Eye
Audio post-production
N/S
Exposure
Viral