Cannes Lions
WIEDEN+KENNEDY, London / CRAVENDALE / 2008
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The truth is, people don’t care much about milk, and they just buy whole, skimmed or semi skimmed varieties. The point of the Cravendale campaign was to try and get people, particularly mums and kids, to care about the milk they buy. So an oddball Cravendale trio, for whom milk is the most important thing in the world, delivered the message that milk matters.
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