M1

Creative idea

Idea came from a clear problem: young audiences no longer listen to radio, especially in the mornings. So we changed the question – not how to make them listen, but how to reach them without asking them to listen at all. This led us to everyday rituals, like breakfast, where habits are physical, not digital. From there, the idea became simple: radio should stop trying to speak and start showing up in real life. We created M1LK – a limited-edition, bright blue milk that turned a radio station into a physical product people could encounter, buy, and use daily.

Brand name: M1
Advertiser / client: M1
Product / service: radio station
Campaign name: M1LK
Agency network: OGILVY
Agency: Ogilvy Vilnius
Additional company: MB Cunamis
Production company: MB Cunamis
Agency chief executive officer: Dovydas Kedikas
Art director: Egle Tunikaityte
Copywriter: Paula Stankiute
Designer: Dzmitry Kakhaniuk
Account director (agency): Kristina Muravjova
Photographer: Adomas Kaikaris
Film production: Veronika Tamulionyte
Director: Adomas Kaikaris