Fill it with milk
The glass is better when it’s full. Especially with milk.
On World Milk Day—and taking cue from Dodoni’s tagline The taste of good—McCann created a digital activation using memes from which the word “Gala” (Milk) was missing. Visitors were asked to complete the phrase and share it. With each share, a virtual glass of milk would fill up a little. When the glass was full, 1,000 liters of milk were donated to the Chatzikirakio Organization for Children.