We were commisioned by FrieslandCampina to create the campaign for the 90 years anniversary of NouNou evaporated milk in the Greek market.
NouNou was first launched in Greece in 1929 and quickly became synonymous with milk for children. For over 90 years, it has been a staple in the cupboards of every Greek family, as it is a milk of high nutritional value that serves as a source of vitamins and minerals.
The idea
We drew inspitation from the product itself and its nature. One of the biggest misconceptions is that because evaporated milk can be preserved and storred for a long time, it isn't fresh and lucks nutritional value while in reality it is made from 100% natural cow's milk but contains 60% less water maintaining all its vitamins and valuable trace elements.
Another interesting fact is that in every household the cans of evaporated milk are usually stored in the pantry or in various cupboards in the kitchen.
These facts led us to the main concept that revolves around the phrase "Because you find it in your cupboard, doesn't mean that it's not 100% fresh milk".
TV commercial
Based on this concept we invastigated various cases where stereotyping leads to wrong assumtions (like with evaporated milk) and crafted a narrative that clears the air and sets the record straight.
Print Ad
For the printed Ads the idea was to bring the title and the message of the campaign front and center and so we decided to use NouNou's home, the cupboard, as our main visual and present our message as clear as possible.
