Drink milk now for laterWith a new TV campaign, the Agricultural Marketing Board of Flanders wants to stimulate the consumption of milk.The commercials build on how we all see our future: we all want to grow old, but we don’t want to feel old. That’s why everyone is already investing today in tomorrow, through pension funds and anti-wrinkle lotions. You can also invest in your resistance by starting to drink milk on a daily basis. Hence the new claim of the campaign: drink milk now for later.

The commercials build on how we all see our future: we all want to grow old, but we don’t want to feel old. That’s why everyone is already investing today in tomorrow, through pension funds and anti-wrinkle lotions. You can also invest in your resistance by starting to drink milk on a daily basis. Hence the new claim of the campaign: drink milk now for later.First, we launched a tv and cinema campaign. Then online, we invited people to upload their own danceclip so they could dance in their own milk commercial. The most popular commercial was aired on 4 national television stations.

The website and online campaign led to dozens of homemade and unique milk commercials, spread via blogs, twitter, facebook and dance communities.