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. Millennials are feeling social pressure that they have to hate milk, even though it’s in everything the love. It was clear to me that if we simply reminded people that milk is in all this stuff people already love, then they could feel good about milk again! 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.