In Southeast Asia, adult milk ads often depict characters in traditional roles —like women as stay-at-home moms. So Anlene launched #WeAreMore, a movement that challenged social expectations.

A 60-second film was the hero of the campaign. It captured both women and men playing different roles at different life stages. From a young career woman who still pursued her passion as a DJ, to a loving wife who fulfilled her ambition of earning a Master’s degree, and even an older man who didn’t let age get in the way of his love for stunt biking.

The film aimed to capture a sense of authenticity sometimes missing from other ads in the category. To achieve this, we used natural and ambient light throughout the production. The camera treatment also added an element of rawness to the film. With this, Anlene stood out and proved how it truly is more than milk.