Alberta Milk wanted to reconnect with a waning Gen Z, female-focused market who views milk as a symbol of the traditional values they yearn to avoid. Our task wasn’t to convince anyone to swap their oat milk for a glass of 2%, but to remind them that milk comes in many delicious forms—and empower them to do dairy their own way.
In the winter of 2022, we catapulted milk into the minds of our audience with a music video featuring an original banger that begs to be replayed along with executions for OOH and Spotify.
When it came time for summer, it came time to dial up the fun and restate our rallying cry in contexts befitting the climate. So, we cast Milk in the role of our audience’s partner in crime—always up for whatever and coming through in the clutch with a delicious, delicious rescue.
We’d call our work with Alberta Milk a smashing success, but our ECD hates puns, so we won’t. But you definitely can!