The One Show
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Category
Billboards & Transit / Series
Annual ID
OS24_OH032B
About the Work
Since NotMilk was launched in the market, the powerful dairy industry declared war filing a strong lawsuit that presented NotMilk as a company without scruples that was misleading consumers to buy a product that is not milk.
If the only thing we did was to be true to our product and ethos (plant based food tech company) and both, NotMilk and the powerful Dairy Industry agreed on something, that we are NotMilk and they were pretty eloquent at demonstrating that all across the hundreds of pages in their lawsuit . . . so we said: “Why don’t we use their legal arguments as our best defense?”
And that’s exactly what we did. We let them write our campaign.
We dove into 2 years of legal documents to find that many of the things those big dairy industry's lawyers wrote about NotMilk, actually defined NotMilk in a perfect way.
We simply copy-pasted excerpts from their lawsuit and turn them into our ads. The consumers received our campaign (should we say their campaign?) with humor having a laugh at the expense of the dairy industry, together with us.
If the only thing we did was to be true to our product and ethos (plant based food tech company) and both, NotMilk and the powerful Dairy Industry agreed on something, that we are NotMilk and they were pretty eloquent at demonstrating that all across the hundreds of pages in their lawsuit . . . so we said: “Why don’t we use their legal arguments as our best defense?”
And that’s exactly what we did. We let them write our campaign.
We dove into 2 years of legal documents to find that many of the things those big dairy industry's lawyers wrote about NotMilk, actually defined NotMilk in a perfect way.
We simply copy-pasted excerpts from their lawsuit and turn them into our ads. The consumers received our campaign (should we say their campaign?) with humor having a laugh at the expense of the dairy industry, together with us.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
MRM Chile / Santiago
Client / Brand
NotCo / Santiago
Art Director
Alexander Retamal
Patricio Bustamante
Chief Creative Officer
Leonardo Chiesi
Chief Marketing Officer
Fernando Machado
Copywriter
C&b Lawyers
Account Director
Francisca Madrid
Brand Manager
Macarena García
CEO
Pablo Sommer
Planning director
Simón Bustamante
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