VLAM: Everything Starts with Milk

Czar is proud to present its latest production for VLAM, a creative and impactful campaign that seeks to re-establish milk's rightful place in our daily lives. Directed by the talented duo SALSA made with Via Victor, the campaign reminds us that 'Everything Starts with Milk'. In recent years, milk has faced competition from its plant-based alternatives, and its image has suffered as a result. But milk is, and always has been, a staple of our daily routines - essential for building strength and starting the day off right. That's why VLAM, in collaboration with Via Victor, is launching a campaign to normalise milk once again and reclaim its spot in the fridge. The director duo Salsa, consisting of Diego Santana Claudino & Guto Azevedo, has conveyed this message in a truly unique way. Drawing inspiration from cult films and art, they perfectly translate a dream sequence onto the screen. The central message? Milk is the foundation of so many things: a good breakfast, a refreshing ice cream in the park, and Sunday pancakes. But milk is more than just food—it’s tied to the milestones in our lives. From meeting your first love to acing that tough exam on your second attempt, milk has always been there.