The Red Cross & Pascual

The Red cross & PASCUAL

We created this campaign for leading Spanish milk brand Pascual by bringing in the Red Cross into the equation. The idea was to trade in “clicks” for for milk by sharing the initiative on social media, for families most in need – And they managed to raise 100,000 milk glasses.
The creativity is based on a very rooted Spanish ‘way-to-say’, the idea of ‘lifting a finger’ being an expression of something completely effortless – one could say, pointless. And yet, the things 100,000 small gestures can do!