- Got any lemonade?

- If you want.

- Milk?! Eugh!

- It’s what Ian Rush drinks.

- Ian Rush?!

- Yeah and he said if I don’t drink lots of milk when I grow up I’ll only be good enough to play for Accrington Stanley.

- Accrington Stanley?! Who are they?!

– Exactly.

These lines we recited in playgrounds across the UK. They're from one of the most famous adverts ever made, originally shot in 1989 featuring a small boy and his friend to advertise milk for the Milk Marketing Board.

Our idea: to painstakingly reshoot the original advert frame for frame but replacing the milk drunk in the original advert with Black Cow Pure Milk Vodka.

We even used the advert's original child star - we managed to track down Carl Rice (now 36) to a bar in Spain!

Sept 1 and 2: Ad reshoot

Sept 18: Media outreach - part one

Jan: Media outreach - part two (due to "ban")

In terms of execution and craft, our reschot ad is a frame for frame reproduction of the original 1989 version. Except the child is now a man and the milk he drinks is now vodka.

In terms of scale, this campaign hit every single major news outlet in the UK at least once, sometimes two or three times. In fact, it had a comparable reach to that of the original advert, without a single penny being spent on media.

Tier 1:

Not only did we create a reach of over 310,000,000 - 85% of coverage embedded our reshot advert - our main goal of the activity. Coverage described the campaign as "Brilliant", "Inspired" and "Genius" and delivered very strong calls to view.

100% of coverage referenced that Black Cow Vodka was made from milk.

Tier 3: Quarterly year on year sales increased by 18%. Since this was the only campaign the brand undertook within the quarter, we can confidently attribute this sales uplift to our work.