“We’ve been leaving milk out for Santa for hundreds of years. An 8-ounce glass of milk has 8 grams of protein. I’m bad at math, but 8 times a few hundred years, times the number of people who celebrate Christmas—which is, I don’t know, like 40 billion—that’s a LOT of protein.He’s scaling chimneys, carrying so many gifts, and drives a sleigh that can fly. Just picture this man in an ice bath at the North Pole. He’s super jacked, arm vein included.”
Mary Beth Barone proved her theory to America and found the real Santa at the Swole Santa Contest in New York.
The world is obsessed with protein.
Protein popcorn, protein beer, protein breath mints…
To remind America that the easiest and most convenient way to get your protein fix is from the original protein source, milk, we introduced the Protein Puffer — a puffer jacket filled with milk, carrying 422g of protein.
On the last day of the regular season of the WNBA 2025, Skylar Diggins wore the Protein Puffer in her tunnel walk. We surrounded the real walk with funny, weird content on social, and people picked it up.
![]()
![]()
![]()
![]()
Protein popcorn, protein beer, protein breath mints…
To remind America that the easiest and most convenient way to get your protein fix is from the original protein source, milk, we introduced the Protein Puffer — a puffer jacket filled with milk, carrying 422g of protein.
On the last day of the regular season of the WNBA 2025, Skylar Diggins wore the Protein Puffer in her tunnel walk. We surrounded the real walk with funny, weird content on social, and people picked it up.
Client: MilkPep
Agency: GALE
![]()
![]()
![]()
![]()
![]()
Agency: GALE
As part of our cultural drops reminding America that milk is the simplest, most convenient protein source, we tapped into one of the most talked-about trends of the year: the rise of GLP-1 use. If you’re on GLP-1, you need protein. So, you need milk.
We partnered with Scott Disick (who was spotted with a GLP1 pen and milk in his fridge during an episode of The Kardashians) to launch a limited edition gallon with a built in slot for your weight loss pen.
The GLP-1 Milk Gallon by Lord Disick keps your GLP-1 pen cold, discreet, and stored right beside the protein that supports your goals.
To ignite conversation, we leaked paparazzi photos of Scott with a milk gallon in absurd public moments—fueling blogs, meme accounts, and celebrity gossip channels.
The stunt culminated in a product drop on Scott’s socials, capped with a hyper-limited $1,000 release.
![]()
![]()
![]()
We partnered with Scott Disick (who was spotted with a GLP1 pen and milk in his fridge during an episode of The Kardashians) to launch a limited edition gallon with a built in slot for your weight loss pen.
The GLP-1 Milk Gallon by Lord Disick keps your GLP-1 pen cold, discreet, and stored right beside the protein that supports your goals.
To ignite conversation, we leaked paparazzi photos of Scott with a milk gallon in absurd public moments—fueling blogs, meme accounts, and celebrity gossip channels.
The stunt culminated in a product drop on Scott’s socials, capped with a hyper-limited $1,000 release.
Client: MilkPep
Agency: GALE
![]()
![]()
Agency: GALE
The fact that the alt-Milk industry will make Milk out of just about anything is a funny and relatable insight, no matter what you drink. While Dairy Milk’s not for everyone, there’s only one OG: Real Milk. To create conversation and debate, we created a fictional alt-Milk called Wood Milk, with a famous co-founder, Aubrey Plaza. We launched this fictitious brand on social, OOH, and through press and influencer outreach.
Client: MilkPep
Agency: GALE
---
AdAge #1 Top 5 Creative Campaigns
You Need to Know About Right Now.
---
Andys | 2024 Gold for IDEA
Agency: GALE
---
AdAge #1 Top 5 Creative Campaigns
You Need to Know About Right Now.
---
Andys | 2024 Gold for IDEA
Case Study:
For Hard Rock’s 50th anniversary, we launched a global integrated campaign to introduce Unity by Hard Rock, the brand’s first worldwide loyalty program. Unity brought together Hard Rock’s diverse portfolio of casinos, music venues, shops, hotels, and resorts across the globe.
We put Hard Rock’s music DNA front and center by creating a “Come Together” music video and supporting social content featuring Kahan alongside global superstars John Legend, Shakira, and Leo Messi.
We put Hard Rock’s music DNA front and center by creating a “Come Together” music video and supporting social content featuring Kahan alongside global superstars John Legend, Shakira, and Leo Messi.
Client: Hard Rock
Agency: GALE
Agency: GALE