You have the chance to go 2 on 2 with one of basketball’s most famous and important European players – Nikola Milutinov or Juancho Hernagomez. But your bro is there. Who would you choose?   

The bro connection is as important, if not more important, as the one we have with our family. After all, bros are the family we choose. But will you choose them every time? In every situation?

Milko says yes. Because memories will always be stronger, and more impressive, than any slam dunk, step-back three, no-look pass, getting your ankles broken, getting posterized, bricking a free throw, airballing a shot or missing a wide-open layup.

The Newtons Laboratory taps into an essential piece of current culture to make Milko get its audience thinking and talking…and hopefully bonding to the brand like a bro. Bros Before Pros is a very interesting campaign in a crowded (not always interesting) category.

Credits
Client: Delta Foods [Milko]
Advertising Agency: The Newtons Laboratory
Creative Director: Giannis Sorotos 
Copywriters: Dionysian Lampadariou, Christos Tsirigotis, Anastasis Mavrogiannis
Art Directors: Vassilis Papadopulos, Markella Plianthou

Production Company: Picky Productions
Director: Christos Kanakis
DoP: Alexis Kanakis 
Editor: Fotis Vassilis 
Music & Sound: Bounce 
Visual Elements Design: LA on Mars 
Motion Design: Kent Films & LA on Mars  
Post Production: Kent Films