MILKPEP

You’re gonna need milk for that

Challenge
Milk’s gotta learn to compete in a world where it's no longer a necessity but a choice. It needs to tell a new story.

Solution
Milk has been fueling athletes for thousands of years. Supported by that truth, we kicked off a series of campaigns to reposition milk from a drink that’s best served with cookies to a drink that helps you perform. Our goal was to show that in order to compete at the highest level, ”You’re Gonna Need Milk for That.”

Below is a selection of some of my favorite work that we produced for the brand—all of which further the goal of reconsidering milk as a performance drink.

THIS IS HOW WE DUNK

the fridge

team milk

DIGITAL

Team

ECD: Geoff Edwards
CD: Andre De Castro
ACD: Julian Garcia Sanchez, Ali Eng
AD: Olivia Gelard, Damien Lecocq
CW: Adam Tarchoun
Producer: Tessa Banks