We Didn't Write This Campaign
Award: Graphite Pencil
Graphite Pencil / Press & Outdoor / Tactical Poster Adverts / 2024
Award: Wood Pencil
Wood Pencil / Press & Outdoor / Tactical Press Adverts
Award: Shortlist
Shortlist / PR / Reactive Response
This is a story that represents the sign of times. The Old Testament versus the new order of things. Old recording labels versus Spotify. Conservative vs progressive. The big dairy industry in Chile who wanted to keep consumers captive vs NotCo who disrupted the market with a dairy alternative product such as NotMilk. This story is about winning the match without writing a single ad. Just using pure aikido strategy, repurposing what the Dairy industry used against us as our most resourceful defense.
What did the judges have to say?
What a brilliant way to take on the milk industry. Part hack, part challenge – the idea of using the milk industry's legal complaints as comms for your brand is nothing short of simple, gutsy and memorable.
Tamara Greene, Managing Director, Global Brands, Havas Creative Network