NotMilk - "We Didn't Write This Campaign (Film)" by ANDY Awards 2024
Filter results by
NotMilk - "We Didn't Write This Campaign (Film)"
- Brand: NotMilk
- Country: Chile
- Advertiser: NotMilk
| Title | We Didn't Write This Campaign (Film) |
| Agency | MRM Worldwide |
| Campaign | We Didn't Write This Campaign |
| Advertiser | NotMilk |
| Brand | NotMilk |
| Date of First Broadcast/Publication | 2023 / 2 |
| Business Sector | Milk & Milk Based |
| Story | It's a David vs Goliath story. Just like what happened between taxists and Uber or the music industry vs Napster or Spotify. The big dairy industry that represents the status quo didn't like a foodtech like NotCo getting in the market with a dairy alternative product like NotMilk, so they sued.And instead of trying to make a new point to defend, we literally copy-pasted quotes from the original court exerpt documents that -ironically- defined NotMilk in the exact way we want people to know about the product. |
| Media Type | Case Study |
| Length | |
| AI Description | The advertisement for NotMilk cleverly uses legal texts and courtroom imagery to create a compelling narrative about its ongoing battle with the traditional dairy industry. It showcases a series of stark black and white visuals, including images of masked lawyers, courtroom scenes, and lines of milk bottles, all emphasizing the ironic twist — that NotMilk’s adversaries inadvertently wrote the perfect ad copy to describe their product. The ad intercuts textual quotes from legal proceedings with images of NotMilk packaging, highlighting that what the dairy industry accuses them of aligns exactly with what they stand for. Billboards featuring these legal quotes appear throughout urban locations, reinforcing the campaign's engagement strategy. The video closes with the tagline, "It’s Not Milk. Period." The ad's clever use of irony not only highlights the product's identity but also serves as a larger commentary on disruptive innovation in traditional markets. |
| Chief Creative Officer | Leonardo Chiesi |
| Managing Director | Pablo Sommer |
| Planning Director | Simón Bustamante |
| Art Director | Patricio Bustamante |
| Art Director | Alexander Retamal |
| Copywriter | C&B Lawyers |
| Photographer | Fernanda González |
| Global CCO | Ronald Ng |
| Global Creative Excellence | Simone Deadrick |
| Global Creative Excellence | Carmen Bistrian |
| Global ECD MWG | Adrian Botan |