Purple cow advertising.

10 reasons I like this ad:

It fits Moo’s fresh positioning (made from fresh cow’s milk never from powder) It’s fresh!
It was driven by an inspired and inspiring client
It continues Moo’s leadership position
It is brave (no logo shown, no brand name shown, no product – although it’s easy to figure out)
It was inspired by another ad but enough was done to make it original
It will get the attention of milk drinkers in an emotional way (which is a large part of the population)/Facebook likes and shares are also very healthy just like Moo
It gives Moo the “cool factor” which is important to 18 to 35 demo
You will only be able to stand out among other cows in the field if yours is a purple. This is a “purple cow” ad
It can work in traditional advertising and digital
It shows confidence and that it is better for a David to out-think (strategy) rather than to try to out-spend (tactics) a Goliath

(I’m grateful to the pepper folks who worked on it)