Problem: Central Lechera Asturiana had litres of surplus milk by the end of the year so they asked us to came up with a creative idea to give away that milk.
Solution: It is Spanish tradition that on the eve of the 6th of January, young children will leave three glasses of milk for the Three Wise Men. Under this tradition and in collaboration with ‘Aldeas Infantiles’, we created “The fourth glass”, an initiative to support the children who really need a glass of milk.
Execution: Through elcuartovaso.es, users filled up a glass with a hundred thousand litres of milk. To help fill up the glass, they only needed to share the story of Nico, a boy who doubted that the Wise Men could really drink that many glasses of milk.