MilkPEP positions milk as a drink to fuel kids’ passions. The Kids Choice Sports Awards were a perfect opportunity to connect milk to a cultural moment for a new generation. We launched our campaign with a music video that combined kids’ love for sports, dance and music into one supercharged anthem.
To pull it off, I discovered an obscure Finnish song called “Milk It” by Rony Rex, then we built a dance crew around influencer Tati McQuay and let it rip. In two weeks, we caught over 1 million views on YouTube and 500k views on social.
For the next installment, we continued our music video series with Olympic skateboarder Bryce Wettstein, a crew of kid-dancers and BMXers, and a track from Haiku Hands that set the vibe for this kid-power anthem.
“Milk It” — Rony Rex feat. Carla Monroe
“Dare You Not To Dance” — Haiku Hands
Directed by Lauren Sick (Greenpoint Pictures)
Edit and Color by Carlos Flores