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We Didn’t Write This Campaign

Lions Awards (2)
Gold Lion : Print & Publishing
Silver Lion : Oudoor
CLIENT
NotCo
BRAND
NotCo
REGION
Latin America
CATEGORY
Creative Strategy
Industry Craft
Media
Outdoor
PR
Print & Publishing
INDUSTRY
Food & Drinks
DESCRIPTION

It’s a David vs Goliath story that is very similar to the fight between taxi drivers and Uber and the music industry vs. Napster and Spotify. The big dairy industry that represents the status quo didn’t appreciate a food-tech company like NotCo entering the market with a non-dairy alternative product like NotMilk, so they sued.

Instead of trying to make a new legal or technological point as a defense, we literally copy-pasted quotes from the original court proceedings that–ironically–defined NotMilk in the exact way we wanted people to understand the product.

AGENCIES
MRM Santiago