Alternative milk company Oatly were launching a new campaign to encourage people to move away from buying cows milk called ‘Thanks Milk, We’ll Take It From Here’. They wanted to amplify this campaign through targeted content and their brand ambassador Paul C Brunson, the Love Doctor.

Inspired by Paul’s expertise, we developed the concept of him answering reader’s questions about break-ups, with a twist that the questions were about their relationship with cow’s milk, and committing to a new milk.