The Brief

Make milk interesting.

Insight

Only 35% of the world's population can drink milk. Why is that? We don't know, not even scientists know.

Nothing comes close to the god-tier drink of milk; almond milk is NOT the same. Neither is soy or oat or whatever grain vegans milk these days.

So let's thank the cows for choosing us select few who can actually drink it.

MV: Have you ever stopped to think how lucky you are?

To pour it on your cereal or freeze it into ice-cream?

To not ever have to try all of those alternatives.

Why you, out of all of them, can enjoy the most delicious drink of all?

Have you ever thought that nothing happens without a reason?

That it is in fact NOT you,

But them.

*cow moos*

That they have chosen you.

Wiseman - for the chosen.