Milo Cans Next Games

Ogilvy, Kuala Lumpur - Art Direction & User Interface Design

The Challenge
As the leading choco malt beverage in Malaysia, MILO has long been synonymous with traditional sports. But this strong association also became its problem. It only reminded teens of the kids they were. As soon as they left school, they dropped out of MILO. The challenge was to make MILO relevant again to an entire generation of teens who value independence and self-expression. 
The Idea
Reimagine Badminton. Redefine the game.
The Execution
We launched MILO Cans Next Games on a microsite that gave teens a chance to create sports that reflected their individuality.
We also seeded an entirely new game – AquaSmash on YouTube. They could change the rules of existing games, or better yet – write their own rules.
The Result
931,318 views on YouTube - 10 May 2015
Approximately 5000 submissions - 8 May 2015
Game Design
The winning court brought to life.
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