The Moça Laws.
A fun play subverting the Murphy Laws. While the original claims “If anything can go wrong, it will”, with Leite Moça (La Lechera) there’s no reason to worry: If everything can go right, it will go right. Directly inspired by a strategy insight that identified consumers were willing to pay more for condensed milk in hopes the recipe would not fail.
In addition to the hero film, we created a set of actual laws that were used as social content throughout the campaign.
