Horizon Organic

 This Milk Means Business // Campaign

I always knew Horizon Organic as the brand my parents could reliably buy at the Tucson Costco when the grandkids were visiting, and that’s because Horizon is the real organic OG, and the first organic dairy brand to have national reach. They hadn’t done much advertising in years, so the brand needed a relaunch, and a creative platform with legs. The catch: hammer the nutritional RTBs at the same time, because people needed to understand why they should pay more for this fancy milk.

Aimed at parents (for now), This Milk Means Business recognizes that a day in the life of a child would test any adult’s endurance. From their first steps to catching their first Pokémon, kids go hard. And they’re doing it all while growing like weeds and forming millions upon millions of neural connections in their crazy little brains. If anyone needs serious amounts of protein, vitamin D, calcium, and DHA omega-3, it’s them. And what kind of milk can do all that? A milk that means business, that’s what.

Film

The platform comes to life by treating the “high stakes” drama of everyday kidhood with the exact amount of gravitas it deserves: so so so much. To wit: Imagine The Bourne Identity, only starring a little girl facing a living room floor full of imaginary lava.

Ok now, picture The Bear, except starring a little boy taking some exceptionally daring culinary risks in his toy kitchen.

Ok now, picture a pop star whose had it up to here with the paparazzi, maybe Chappell Roan, except she’s a baby, and it’s her birthday.

Other Stuff

Credits