Milk. Wellness in a word.

Agency: AUGE Communication


“Well-being” is a complex feeling, difficult to describe because it’s one of countless nuances. So we asked ourselves: is there a way to sum up the idea of “well-being” in a simple, immediate way? Starting from this observation, we came up with a new positioning that is embodied in the claim: Milk. Wellness in a word.

The launch of the campaign takes place thanks to a 30" spot in which the word "Milk" is transformed into a synonym for "well-being," through a free-form scheme of scenes in which the protagonists are the goodness of the products and the narrating voice of the speaker. This will be followed by two more subjects, respectively for the Kefir and PRO lines.

The campaign has also exploded on social media, with a media plan full of video-photo content focused on all-around well-being. That feeling of well-being that you can't explain has a new name today: Milk!

(Milk is a brand of Latteria NOM Srl, an Austrian company leader in the domestic dairy market).

This professional campaign titled 'Milk. Wellness in a word.' was published in Italy in May, 2022. It was created for the brand: Milk, by ad agency: AUGE Communication. This Digital, Film, and Integrated media campaign is related to the Confectionery, Snacks and Food industries and contains 1 media asset. It was submitted 12 months ago.


Executive Creative Director: Federica Ariagno
Creative Director: Federica Ariagno, Cecilia Moro
Strategy Director: Luca Buonamici
Producer: Jessica Ferguson
Copywriter: Andrea Azzolini
Art Director: Jana Fonseca
Cdp: Mercurio Cinematografica
Director: Greg Ohrel
Dop: Tommaso Terigi
Colorist: Daniel Palluca
Executive Producer: Luca Fanfani
Producer: Martina Perversi
Editor: Eleonora Cao
Post Production Video: Iggy Post
Post Production Audio: The Log

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