The Problem/opportunity. Create a programme to reinforce Milo’s strong sports connection around the world for a whole new audience.
The Solution. By turning all Milo packs around the world into a new channel for the brand, and delivering a ‘virtual’ sports academy that teaches parents and children new sporting techniques and life-lessons, all delivered by regional sporting heroes. Updated with new ‘episodes’ every week and a rewards scheme for achieving goals and learning new skills, the programme saw massive uptake and retained use in every new market it was launched in.
Roles. I was the Creative Director and UX Director. Design, production and build was by localised teams for each regional launch.