GOT MILK? | Brave
For years, we heard about milk’s physical benefits, so our strategy was to rekindle the positive emotional associations with the drink. We worked with Armando Bo to show that some of childhood’s most special moments, where lifelong advice gets passed down from parent to child, happen near a glass of milk.
WHAT YOU SAY WITH A GLASS OF MILK LASTS FOREVER
In addition to broadcast, we created contextual media integrations that delivered a reminder from mom right before related TV, YouTube, and Pandora content started.
role: Idea - copywriter
Co-writer Graham Davis
AD Jose Netto
CD Saul Escobar
CD Curro Chozas
ECD Pablo Buffagni / Jeff Goodby
Director Armando Bo
press: New York Times
awards: Fiap Gold, Clio Shortlist, Mercury Radio Finalist, New York Festival Finalist, U.S.H. Grand Prix, Wave Festival Gold