The new ad, created by Wieden + Kennedy, is the first phase of the brand’s £12 million national ‘The Milk Matters’ campaign.

The campaign was created by Freddie Powell, Hollie Sayers, Sam Heath and Chris Groom. The TV spot focuses on a man imagining what might happen if cats were to grow opposable thumbs.

It was directed by Ulf Johansson at Smith and Jones Films and post-produced by MPC. It launches during Coronation Street on ITV on 28th February. The lead cat in the film, Bertrum, is on Facebook and Twitter and features on Cravendale’s revamped website www.themilkmatters.co.uk The site, created by digital communications agency Outside Line, allows fans to interact with the adventures of Bertrum.

This article was first published on Campaign Work

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