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Outdoor
Anchor: Milk Real Good - Abieku
With the New Zealand Milk category in decline and in the absence of an industry body, we helped Anchor (the category leader) find milk’s confidence and reclaim its place as an amazing superfood.
Milk is an amazing, natural source of so much goodness it shouldn’t be legal. A product that can grow muscles, strengthen bones, make hair look great, and even prolong life. It’s a truly amazing thing for every age and every stage. But people had forgotten all of that in the noise of new-kids-on-the-block, plant-based alternatives. So, we set out to remind people with a campaign that runs away from category tropes in favour of unexpected character portraits, of every age and stage of life, to force reconsideration and make milk cool again. Working with a top fashion photographer we painted the country with iconic images, declaring milk to be Real Good, Real Fresh, Real Strong, and Real Smooth, normalising drinking milk again and giving permission to drink it with pride.
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