“Do you dare?” has to be one of the most used phrases in the English language – right next to “I’m shooketh” (thanks, Buzzfeed.) So when it was time to come up with an idea that highlighted milk in a non-traditional way, a dare was the funnest way to make it happen. MegaDares was born as a spin-off of the original “Dares” campaign that ran a year prior. In the original campaign, people were dared to drink milk paired with an unconventional food – no cookies for this crowd. MegaDares incorporated a little “extra” that I don’t want to spoil so just watch the videos below!
“¿Te atreves?” debe ser una de las frases más usadas en español – claro, después de otras que no me puedo atrever a escribir en mi portafolio pero empieza con “chin” y termina con “gada.” Así que cuando fue el momento de pensar en una idea que resaltara a la leche de una forma no tradicional, un reto era la forma más cómica de lograrlo. Así nació Te Atreves en sus dos ejecuciones: como un reto a tomar leche con una comida no convencional… y como un reto que incorporaba un elemento un poco más “atrevido.”
Client: California Milk Processor Board
Product: Milk
Idea: Find new occasions to drink milk by creating outrageous pairings: drinking milk while eating a spicy korean taco on a lowrider.
Media: Social Media. Facebook/Instagram
Role:
General concept for social media:
- Adapt the original idea for social media.
- Produce a 2-month long campaign to run exclusively on Toma Leche social media channels.
Copywriting.
- Copy for all posts in both Spanish and English.
- Hashtag use based on Spredfast information.
Visual direction.
- General direction for visuals.