Although a healthy diet and lifestyle has gained in importance and popularity in recent years, many people still think that cow's milk is healthy and comes from "lucky" cows. Even people who pay attention to their diet and strive for a healthy lifestyle can be strongly influenced by advertising or have simply been misinformed by the wrong sources.
The aim is to clarify that milk consumption has a harmful effect on health, animals and the environment. Furthermore, advertising lies, such as that milk strengthens bones, are to be resolved and explained.
On first contact, the product should be perceived as awakening, polarising, (offensive?) and eye-catching. It should make you think.