Our objective was to increase milk sales by reminding young men and women (aged 15 to 25) that milk keeps you strong and healthy. However, everyone knows milk is good for you. Instead of preaching to the converted, it’s much more interesting to show the downside of not drinking enough milk. In competition, in sports and in life, no one sets out to underachieve. No one says 35% is good enough. In this campaign these underachievers recognize that they need to bring their “A” game. They need to drink more milk.