Concept: Milk vs Milk

Brief: Develop an interactive campaign to raise awareness of the health benefits of milk, aligning with The Dairy Alliance’s messaging strategy focused on athletic performance.

This NIL sports marketing campaign featured NCAA student-athletes Ladd McConkey (Georgia) and Joe Milton (Tennessee) in a friendly social media showdown, debating which milk benefit is superior—hydration or protein. Through engaging content and athlete-driven storytelling, the campaign amplified milk’s role in fueling athletic success, while reinforcing the ultimate message: no matter the debate, milk always wins. The target audience was able to support their favorite team or favorite milk benefit.

This project won a 2024 Platinum AVA Digital Award for Web-Based Production | Short Form Web Video less than 3 Minutes | Celebrity or Influencer