Teens don’t respond to traditional ads, so Milk West took a digital approach. The brand rolled out a series of online videos to target teens when they’re most likely to be snacking. The YouTube content is centred on an anthropomorphic carton of milk and his buddies (snacks that go well with milk), as they find themselves in ridiculous situations. Supporting digital content on platforms like Buzzfeed and Tumblr drove traffic back to the YouTube channel, while specially created shorts (like a Ghostbuster-inspired episode) appeared in cinema before blockbuster movies. The videos have been seen more than 21 million times, while milk consumption has increased more than 20% among the teen target.

Individual Executions:
GOLD - Online Film Campaign, Long-Form: "True Love, Rap Battle, Wing Man"
SILVER - Online Film Campaign, 30 Seconds and Under: "Candy, Swim, Yoga"