Previous Ad
The Co-operative Bank: Withdraw From This
Next Ad
Ad of the Day | Oxfam: 75 Years of Style
My Milk: Wellness in a Word
Media Type:
Online
"Well-being" is a complex feeling, difficult to describe because it’s one of countless nuances. So we asked ourselves: is there a way to sum up the idea of “well-being” in a simple, immediate way? Starting from this observation, we came up with a new positioning that is embodied in the claim: Milk. Wellness in a word. The launch of the campaign takes place thanks to a 30" spot in which the word "Milk" is transformed into a synonym for "well-being," through a free-form scheme of scenes in which the protagonists are the goodness of the products and the narrating voice of the speaker. This will be followed by two more subjects, respectively for the Kefir and PRO lines. The campaign has also exploded on social media, with a media plan full of video-photo content focused on all-around well-being. That feeling of well-being that you can't explain has a new name today: Milk!
Credits
Advertising Agency:
AUGE Communication, Milan, ItalyExecutive Creative Director:
Federica AriagnoStrategy Director:
Luca BuonamiciProducer:
Jessica FergusonCopywriter:
Andrea AzzoliniArt Director:
Jana FonsecaCdp:
Mercurio CinematograficaDirector:
Greg OhrelDOP:
Tommaso TerigiColorist:
Daniel PallucaExecutive Producer:
Luca FanfaniProducer:
Martina PerversiEditor:
Eleonora CaoPost Production Video:
Iggy PostPost Production Audio:
The LogDate:
October, 2022
Ad of the day
Ad of the Day | Nike/NOCTA: Yes Man Full
9.5
Ad of the Day | Pizza Hut: Every Four Years
9.8
Ad of the Day | Airalo: Connection Means the World
0.0
Latest News
Jul. 29, 2026
Cerveza Modelo Uses the Actual size of Modelito to Launch its new Campaign
The launch began with a takeover on Paseo de la Reforma that challenged one of the established rules of out of home advertising
Jul. 29, 2026
Neighborhood Watch Signs Award-Winning Director La Pele
La Pele began her career as an advertising copywriter in London, eventually moving into art direction, then styling, and ultimately embracing directing