Previous Case
The Co-operative Bank: Withdraw From This
Next Case
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 AriagnoCreative Director:
Federica Ariagno, Cecilia MoroStrategy 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 | Sephora: We All Sephora
9.0
Ad of the Day | ESSITY: Inner Strength Support
0.0
Ad of the Day | Nissan: Encounter the Next Electric Intelligence
0.0
Latest News
Nov. 06, 2026
Liverpool FC's Christmas Campaign Delivers Football’s Biggest-Ever Thank You to Fans
Global multimedia Liverpool FC campaign spanning 5 continents will roll out until end of December 2026
Nov. 06, 2026
Georgia Natural Gas Brings Simplicity to the Chaos
ArtClass director Oren Kaplan’s Thanksgiving spot is the second film in Georgia Natural Gas’s "It's That Simple" campaign