The client wished to engage the attention of school-age children and their parents in order to increase their awareness of the benefits of milk and the Sutas product range in a non-preachy, humorous fashion which would appeal to both children and their parents. Zenithmedia identified that the top newspaper, Hurriyet, does not have any cartoon strips; unlike their competitors. In conjunction with the creative agency Saatchi & Saatchi, the team developed a cartoon strip concept, convinced the newspaper to use the concept and negotiated its position and cost.