BC Dairy / Alberta Milk | Good Goes a Long Way

Try a little kindness.

Wallop Film teamed up with Vancouver agency ONE23WEST to produce Good Goes a Long Way, a broadcast commercial campaign for BC Dairy Association and Alberta Milk. The brief arrived with a clear and deliberate departure from dairy category convention — no nutritional claims, just a genuine story about kindness and the quiet ways it ripples outward. The concept centres on a single boy moving through an ordinary morning, giving away cubes of cheese to the people around him: his little sister, two bickering kids on the school bus, the crossing guard at the corner. By the time he reaches his classroom, his pockets are empty. It’s only then that a classmate notices, and wordlessly offers one back. Simple, but universally true.

What We Discovered

Director Alexander Farah approached the sixty-second spot with the same instincts he brings to narrative film — a defined beginning, middle, and end, and a lead character with a complete emotional arc. His core creative team followed him directly from his SXSW Grand Jury Prize-winning short One Day This Kid: cinematographer Farhad Ghaderi, production designer Adriana Marchand, art director Carolina Martinez, and child acting coach Athena Russell. The visual language they built together was deliberately restrained — choosing a mature aesthetic to contrast the youthfulness of the story, and letting the warmth come from performance. Farah auditioned children in pairs and held dedicated rehearsal sessions before the shoot, prioritising chemistry and natural behaviour. Lead actor Tobias Wong, ten years old, came to the project through a personal recommendation and hadn’t submitted a formal tape — but one callback later, Farah knew he’d found his Kevin.

The production shot across two days in Vancouver, moving through a family home, a school bus, and a classroom set — a tightly scheduled multi-location shoot built around the realities of working with child talent. Executive Producers Martin Glegg and Matt Lawrence Dix wanted to ensure there would always be enough breathing room for Farah to find the real moments, rather than simply hitting marks in a tight schedule. Line Producer Angelica Stirpe kept everything moving with the kind of calm, organised ease that shows in the final product. For both ONE23WEST and Wallop Film it was a first collaboration — though as Glegg noted, it always felt like an inevitability. The agency’s approach of genuinely prioritising story over category convention made for exactly the kind of production environment where something special can happen.

The standout moment, by unanimous agreement from everyone on set, is the final beat: the classmate, Milanah, noticing that the boy has given his last cube of cheese away, and quietly offering one of her own back. She wasn’t performing generosity — she simply had it. Her smile in that moment was so natural, so uncoached, that it shifted something in the room when it happened. Watching it play out live on set, the whole crew felt it land. It’s the kind of moment you can’t manufacture, only create the conditions for — and that’s precisely what the collaboration between Wallop Film, ONE23WEST, and Alexander Farah set out to do. The brief asked for a story about how good goes a long way, and what ended up on screen is exactly that: a reminder that kindness, even in its smallest forms, has a way of finding its way back. For Wallop Film, it’s a piece of work the whole team is deeply proud of — the kind that doesn’t feel like advertising so much as a small, well-told truth.

Client

BC Dairy / Alberta Milk

Dir of Marketing & Comms

Catherine Green

Agency

ONE23WEST

CD / Founder / CCO

Rob Sweetman

Creative Director / Copy

Kate Roland

Account Director

Katie Muir