In April 2016, Dutch Lady launched 100% Pure Milk, the brief was to create a big buzz around this product. 

IDEA

Playing with the product’s absolute percentage of 100%, we came up with another absolute analogy: THE TRUTH stays either at 0% or 100%, not in the between.

So we created a talkshow where the famous parents Ly Hai and Minh Ha were questioned by their 4-year-old son, who served as the show’s main host. The rules were straightforward: in order to pass “the truth hat,” parents had to confirm that each response was entirely accurate.

The truth is the 100% purest thing there is
Who else is as pure as a child?
When confronted with a 100% Pure Milk sample and the world’s most sincere “detective,” could they possibly hide anything?