Not a MilkSop

Creative idea

1 in 10 Romanian children is allergic to dairy protein. Yet allergies are still often considered a fad. With society minimising the problem, allergic kids have to resist their craves... and a mentality. In Romanian, „papă lapte”, translated „milksop”, is „a person lacking courage”. But it also means “someone who drinks milk”. Instead of launching Naturli - a small vegan brand - with another product campaign, we launched it as an educational campaign in collaboration with an NGO. „I’M NOT A MILKSOP!” is a demo pf how kids who are allergic to milk are both courageous and allergic.

Brand name: Naturli
Advertiser / client: Orkla Foods Romania
Product / service: FMCG
Campaign name: Not a MilkSop
Agency network: INDEPENDENT AGENCY
Agency: Jam Session Agency, Bucharest
Additional company: Jam Session Agency
Web address: https://www.naturli-foods.ro/
Executive creative director: Andreea Ghenoiu
Creative director: Alina Nechita, Raluca Eftimie
Art director: Daniel Oprea, Stefania Cucu
Client account director: Anca Glisca, Petronela Burlanescu, Rares Chitu
Strategic planner / strategist: Ana Dieac
Senior planner: Andreea Calarasu
Director: Letitia Rosculet
Director of photography: Marius Ivascu
Agency producer: Radu Selaru, Simona Dumitrascu
Additional company: Naturli team: Alexandru Milea – Brand Manager Adrian Pasarica - Head of Marketing Andreea Toloaca – Commercial Manager Orkla Foods Romania Griffin Romania: Ionuț Gabriel Rusu - Creative Partner AREA: Dr. Adriana Claudia Nicolae - AREA President Aldina Gheorghe – Founder