Müller Corner: You say it best when you say nothing at all

Müller Corner, a yoghurt brand, used macrophotography and digital out of home to create a visual ad that recreated the anticipation felt when eating a Corner to win back lapsed customers, without saying anything.

Executive Summary

You likely saw it all over your LinkedIn feed. And it certainly made the rounds on Twitter. But this is the story of the slightly messier process behind one of 2022's most celebrated campaigns.

And at the heart of it is how a Dublin-born, nineties boyband member-turned solo artist inspired the revival of an FMCG icon.

It's a story about planning's determination to do right by an icon loved by the nation and a refusal to let it fall by the wayside.

It's a lesson in the different ways planners can approach problems, and how humility...

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