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
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AdAge #1 Top 5 Creative Campaigns
You Need to Know About Right Now.
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Andys | 2024 Gold for IDEA
Agency: GALE
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AdAge #1 Top 5 Creative Campaigns
You Need to Know About Right Now.
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Andys | 2024 Gold for IDEA
![](https://freight.cargo.site/t/original/i/b43852c20ab0845282191b406a398b55ae8627bfac508e3ce3129080fed0b5a6/UnionSquare_DSC03710.jpg)
![](https://freight.cargo.site/t/original/i/28ebe4a3154ae6c6cd1e0e1b5bfca3e41baa7616cdac58f9805a29d43fe976b7/TimeSquare_DSC03953.jpg)
![](https://freight.cargo.site/t/original/i/7e81c525aaa0b0d8a8801e9e3e69dd767a4f1b67568aeae4d8359c6f38cf1cd1/TimeSquare_DSC03954.jpg)
![](https://freight.cargo.site/t/original/i/1a852136599cec8e0a08a3a6a2254bdc3b1f85c9cdcf43d03ad625a20cd3fd4c/Image47.jpeg)
Case Study:
![](https://freight.cargo.site/t/original/i/5c502ad6a29de47522bccadc4301280d46ec7d2dd88805cd54001e18ccd85dca/WoodMilk-StaticBoard.jpg)