Alpura, Mexico’s leading dairy company has launched a brand new positioning this week: Alpura, the Power of Milk.

Led creatively and strategically by BBDO Mexico, the 360 campaign consists of several audiovisual and digital pieces, as well as different print and OOH.

The branding campaign reevaluates and reappraises milk, reminding people of what milk really is, a complete food. It also leverages Alpura’s original proposition of ‘make it possible’.

After almost two months of post-production, ‘Baby’ shows how human beings come to life fragile before milk serves as the food that changes everything.

Directed by Michal Sablinski, the spot is set in a dreamlike dairy world and positions Alpura as the natural leader in the category, starting from a fresh point of view.