It's a kind of public service campaign, yes somebody is directly profiting (farmers in this case, the transport services in ours) but the campaigns are both heading for the greater good of the public, be it personal health or the wellbeing of our environment.
The campaign makes large use of celebrity endorsement, the motif running through each poster is the top lip of a famous face covered in a thin white pencil moustache of milk.
Along with film stars such as Rupert Grint, the campaign also makes use of athletes such as these above who were all medal winners at the London 2012 Olympics, a nice and more appropriate tie in, with the campaign centring around health and fitness.
The actual graphic design of the campaign is what lets it down for me. The liquid effect typeface is far too obvious, the use of a nice blocky sans serif in white would have been much more effective for me.
It is, however, a sound concept and it is the humour tied in with the celebrity endorsement that makes it successful.
This is one of the accompanying 'milk challenge' videos. Sadly the production is so incredibly amateur and uninspiring it really falls flat.
It is undeniably charming seeing famous faces make fun of themselves but I believe they missed a trick in not producing a more witty and sharp video tie in which i'm certain could have gone properly viral.
My idea for an improved visual identity for this campaign
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