“Alles begint met Melk” is a campaign that responds to recognizable, everyday situations in which milk can provide a moment of rest or recovery. Think of a student who needs to recover from a night out, a young mother looking for a sip of peace in between crying, or someone catching their breath after exercising.

The campaign consists of three short videos, each with a different setting, but one common thread: “Alles begint met Melk”. The videos are authentic, relatable and gently humorous, perfectly tailored to the rhythm of the target audience.