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Nu sunt Papă Lapte
client: Naturli'
1 in 10 Romanian children is allergic to cow's milk protein. Yet, milk remains one of the most popular breakfast options for most kids, distributed in schools, offered at parties or in any social context.
For an allergic kid, refusing the cake, the meals or the snacks is something normal. But once they do it, people start judging. In the end, people pity him.
When, instead, we should offer our full admiration. Living with milk protein allergies is not a sign of weakness, it's a sign of strength. We wanted kids to see it and believe it - and for this, we had to make everyone see it.
In Romanian, "papă lapte" which means coward. But it also means "one that drinks milk". These kids are none of the above, so we transformed this saying into a statement for courage.
The campaign included a video experiment and multiple brand activations - in coffee shops, in food delivery app, public conversation on TV and a partnership with a medical NGO that made awareness around the problem.
It was awarded with Gold & more at various festivals: Internetics (Gold for Best Community Engagement), ADC*RO Awards 2025 (Bronze for Brand Experience), Webstock (Gold for Best Creative idea and Gold for Best Brand Performance campaign), ADC*RO Awards June 2024 (Silver award) and Golden Drum (Nomination).
The campaign was created with Jam Session Agency. Credits: Andreea Ghenoiu, Alina Nechita, Ștefania Cucu, Andreea Calarasu, Ana Dieac, Anca Glisca, Petronela Burlanescu, Rares Chitu.
I'm Raluca Eftimie and I'd love to write for you.
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