Milk PEP wanted people to think about milk as a great source of protein, not just calcium. There’s a big health craze around protein, and milk was being mostly left out of the conversation. We went with a very simple, direct approach. “Protein Fight Club” is a series of short videos that show milk triumphing over various breakfast-food competitors in whacky, non-sensical battles. YouTube custom brand channel, TV, online video, standard media.