15th Aug2013

Protein Milk gets the star treatment

Going viral with Maxinutrition

Protein Milk gets the star treatment

It’s been a busy few months in Circle HQ as we’ve been planning what is possibly our most exciting campaign yet. Working with the UK’s leading nutrition brand, Maxinutrition, we demonstrated the power of combining experiential with digital video to promote its latest product ‘Protein Milk

We were behind the Protein Milk launch video released this week, where commuters found themselves – literally – the face of the new campaign. Devised and implemented by our talented team, the video follows the journey of unsuspecting passersbys as they find themselves immersed in a world of interactive billboards, celebrities and instant fame.



A digital billboard developed in-house first engages the audience by discussing what they do for a living and the benefits that protein can have on their busy lives. As people turned to leave, we published their image on larger digital billboards, and actors – planted in the crowd – asked for autographs. To add an extra layer of star treatment, celebrity brand ambassador boxer Amir Khan, acknowledged them ‘from one busy champion to another’.

Our aim was to stop people – with non-stop lives – and reward them for considering Protein Milk’s product and brand message. Video is an integral part of the marketing mix and this campaign gave us the perfect opportunity to show how it can be linked with experiential, using one live event to create lasting content.

We’ve even developed a Facebook app, so that those who weren’t there for the activation can still get involved. Head over to the page now to replicate the live experience and become the face of the Protein Milk campaign, live on a London billboard.

The video is already making the rounds online and our brand ambassadors have embarked upon a seven date tour of the UK’s top cities to give out free samples and advice. Get yours today!


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