1. Brief

In a world where male athletes take centre stage, Milk wanted to redirect the spotlight to women with the launch of Milk 26.2. Milk committed to sponsoring female/female-identifying runners who were running the NYC Marathon and supporting the next generation of female runners with non-profit Girls on the Run.

2. Response

Milk tapped Grand Visual and Talon to lead the OOH campaign, developing a targeted media strategy around the brand, its mission of repositioning milk as a performance drink, and its effort to create a more equitable athletic world.

3. Result

From 19/9 – 6/11, the campaign included a combination of OOH formats: Digital Bulletins, Digital Spectaculars, 3D Digital Creative, Wild Postings, Urban Panels, and Transit Media. Talon leveraged strategic media placements across running routes to issue an open call for Team Milk, as well as geotargeted ad delivery pre and post-race.


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