Milk Ads People Actually Read

A copy-led OOH campaign for Värna Life, a formula milk made for office workers and all the little health problems that come with sitting, stressing, and pretending you’re fine.

Instead of talking at them, we wrote directly into those everyday problems, then let the product solve the punchline. My role was mostly restraint: keep the layouts bold, keep the distractions out, and let the copy do the selling.

It worked well enough that copy-heavy ads started popping up everywhere after. I’ll take that as a compliment.