Canadian consumers believe that milk products play an important role in maintaining their good health, but don't automatically think of milk as a good source of protein (IPSOS research). However, awareness of the importance of protein is increasingly influencing their dietary choices. We seized this opportunity to change their perception and increase their milk consumption by illustrating the benefits of the proteins found in dairy products. Consumers live in the moment, and we chose this angle to highlight and promote dairy consumption in everyday situations. Each ad is rooted in a familiar setting, such as outdoor activities, meaningful family moments and everyday recipes that require minimal effort to fully enjoy dairy.