It's been two extremely intense weeks at Berghs. Mixed student groups – with account managers, graphic designers, copywriters, art directors, planners and pr students – have worked around the clock to create a campaign that will get young adults to drink more milk. The brief, “Unleash the potential of milk” came from Arla Foods – a global dairy company and co-operative owned by approximately 7000 Swedish and Danish dairy farmers and the communication challenge was to make milk relevant.
All groups were given 7 minutes for their presentation and were given a verbal feedback from the program directors. Five groups that gained a little extra attention during the day were group number 5 ("Black milk"), 7 ("Don't forget your inner child"), 11 and 15 ("Check out") and 24 ("Hack life") who all recieved the jury's honorary mentions for their work and pitches.