Milk it's in the stuff you love
I was brought in to develop an over-arching creative platform with John St. and Dairy Farmers of Canada focused on finding the truth. And that was… if millennials are feeling they have to hate milk, I thought let’s use that word ‘milk’ and use it to remind people that if they love yogurt, ice cream, cheese, then they logically have to love milk too! Turning those cheese loving millennials into milk defenders. Setting the stage for all the fun and playful work that John St. would go on to develop.