Dairy Innovation Lab, a prestigious marketing competition organized by Frisian Flag, challenged our team to promote the importance of daily milk consumption in Indonesia. Our journey began with a thought-provoking video essay titled “Kata Siapa Kita Siap Menjadi Generasi Emas 2045” that explored milk consumption habits and Indonesia’s readiness for its future. Advancing to the semifinals, we developed a hybrid campaign combining on-campus activations with engaging Instagram participation, encouraging young audiences to share their milk consumption stories and actively join the movement. This approach successfully engaged over 50 Instagram accounts, amplifying Frisian Flag’s message and demonstrating how blending experiential and digital marketing can drive real awareness and behavioral change.