TETRA PAK
ATL concept and production, using AI-generated visual elements for large-format print execution.
Year
2024
Project
IMC Plan
Services
AI
ATL
Social
The brief
Liquid white milk, despite being one of the largest and most nutritious milk categories, was facing stagnant growth in Vietnam. The task was to boost consumption and help shape the next generation of white milk.
Liquid white milk lacks the fun and emotional appeal needed to compete with juicy milk, requiring a more distinctive and engaging way to drive consumption among kids.
ONCE UPON A MILK
“Once Upon A Milk” reimagined fairy tales through children’s imagination, turning milk into a symbol of growth and possibility.
Everything is possible with milk
The KV system visualized “Everything is possible with milk” by turning milk into a symbol of growth and imagination, translated into ATL-ready assets at a glance.
AI in the process
Creating key visuals strong enough for large-format billboards, while working with AI that is still primarily optimized for digital outputs.
