Bones Love Milk
Client
got milk?
Intro
Milk consumption has been declining, particularly among teens. To them, milk can seem a bit boring compared to attitude-filled energy and sports drinks or trendy healthy options, which have become tough competition in the beverage aisle. To change this perception, we launched Bones Love Milk, an action sports brand that reboots milk as a performance and lifestyle drink and speaks to its benefits in a way that’s relevant to a new generation.
Bones Love Milk was launched with just two social media posts that went on to generate more than 700,000 views and over 84,000 engagements.
We expanded the brand into a broader action sports content hub, launching The Art of Falling, an episodic series where Olympic snowboarder Trevor Jacob left the slopes to learn and share safe falling techniques from different athletic disciplines.
To connect with the BMX community, we created the first-ever Freestyle Delivery: a milk and pizza combo ordered through social media and delivered by some of the world’s best pro riders in the most epic ways imaginable.
Bones Love Milk helped milk attract a new audience. Since its launch, the brand has evolved into a world-class professional skateboard team, a popular action sports content channel, and a host of major events that draw tens of thousands of fans.
Collaborators
CCO: Dave Damman
ECD: Sebastian Garin
CW: Cameron Murray
Photographers: Chad Foreman and Tim Mendez
Illustrator: Matt Cantrell
DPs: Lannie Rhoades, Gantry Hill, and Jared Lucas
Music: Daniel Willy
Production: California RampWorks, California Productions, ArmedBandit Media, and Two Two4 Media
Producers: Thomas Anderson, Chad Foreman, and James Masters
Post: Luna Post and ArmedBandit Media