Brief: Create disruption in the milk-alternatives category
Answer: Welcome Back To Milk. A campaign that shows a series of women having a euphoric reunion with milk.
In the UK 25% of people have an intolerance to the a1 protein found in regular milk, but have no idea. They have stopped drinking milk altogether and switched to almond, soy and other milk alternatives. We needed to create a campaign that was disruptive enough to snap people out of their supermarket routines and find out if they could get on with a2 milk, real cows milk for people who don't get on with milk.