Pitch winner & produced campaign for A2 Milk (product launch in China).

The milk formula market in China was cluttered with a sea of sameness, most advertising campaigns showing healthy kids enjoying milk with their parents. We decided to do something a little different, showing how when kids have the right nutrients and ingredients in A2 milk formula, their imagination runs free.

We worked with 3BLOCK studio and developed 3 distinct characters

Each character represented a product benefit:

Clever - With Omega-3 DHA, Zinc & Iron
to help grow clever minds

Strong - With trusted a2 protein & calcium
to help build strong bodies

Curious - With Vitamin A & B2 to help
nurture healthy vision

These characters are the imaginary friends who
will keep our kids company as they explore the
world through their wild imagination.

The OOH will probably be a bit difficult to understand (unless you can read Mandarin). Picture the headline saying “FEED THEIR IMAGINATION”. The words at the bottom are all the amazing ingredients and benefits that come with giving your child A2 Smart Nutrition.

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