Naturally different, naturally free | a2 Milk Australia

With the brand’s first introduction into the China market, we created a campaign that wasn’t quite your typical milk ad. Rather than focusing our efforts on yet another hard-selling product ad (claiming milk powder can make your kids smarter), we showcased the freedom and aspirational lifestyle that this brand stood for. 

On top of that, nothing more apt than using Aussie icon Kylie Minogue's track ‘Everybody’s Free’ as the theme track for our campaign.

This not only set the brand apart, but helped the brand establish an ongoing platform.