Adam Aceino
Creative Director / Writer / DIYer Aceinoam@gmail.com
NotMilk
It’s usually what brands do that people notice. But for NotMilk, we wanted to talk about everything do not do. Not making milk from animals. Not tasting like vaguely but not entirely like milk. And not being bad for the planet. For their first US campaign, we helped them create this philosophy of "not," as well as a unique brand look, feel, and tone. In the process, we inspired people to do less than ever before with 1,000+ unique OOH placements in NY, Chicago, Los Angeles, Miami, and San Francisco, a NotRewards program, a Shake Shack collaboration, and even a “Not for Money Coffee Tour.
Agency: Lawson+Bolecek
Direction/Strategy/Owner: Jesse Lawson
Design: Patrik Bolecek
Words: Adam Aceino
