This campaign came to life in order to raise awareness to lactose-intolerance as it's often confused with allergies. While the symptoms can be similar, they are two separate conditions. Intolerance is caused when your body cannot digest lactose, a sugar found in dairy product. It's generally not life-threatening and symptoms can be avoided by reducing or eliminating lactose from the diet.  

Throughout this campaign the aim was to grab people's attention and educate them in an immersive way. If you want to feel well, you've just got to eat well!