GOT MILK | #boneslovemilk
role: Idea - lead copywriter (AD Jose Netto / CD Sebastian Garin)
In California, our primary target for milk has been moms. But since research shows a significant drop in milk consumption among teens and pre-teens, we proactively created and sold a grassroots campaign that speaks to them. The insight was that milk helps build strong bones so we married that to something teens in California love to do, skateboard. Next year, this campaign will extend throughout the Action Sports industry, focusing on snowboarding, BMX and motocross.
From ideation to pitching to securing partnerships with professional skateboarders, my partner and I led the entire process that got this idea off the ground and onto smartphones throughout the state.
press: The Drum
We launched the campaign with online videos and in less than a month, #boneslovemilk shot through the roof with more than 2 million teens watching our videos, using our hashtag, sharing their own content and begging for sponsorships.
Outside of social media, we designed posters and exclusive merchandise that were distributed during our events and signed by professional skateboarders; Tommy Sandoval, Garrett Hill, Taylor Bingaman and Trevor McClung.
And on skateboarders' favorite day of the year, International Go Skateboarding Day, we created the #boneslovemilk Skatepark Tour - A series of best trick contests at three of L.A.'s most iconic skateparks.