Nestlé's The President's Dairies, a 2022 student campaign by Miami Ad School Europe, reframes vaccine skepticism through a fictional condensed milk product
Nestlé The President's Dairies Turns Condensed Milk Into a Vaccine Argument
The President's Dairies is a 2022 student campaign conceived at Miami Ad School Europe for Nestlé, published in Germany in April 2022, proposing a fictional line of condensed milk products named after the three principal COVID-19 vaccines available in Brazil — Pfizer, AstraZeneca, and Coronavac — as satirical commentary on then-President Jair Bolsonaro's public opposition to vaccination.
The central premise is built on a documented contradiction: Bolsonaro's well-publicised love of condensed milk set against his equally well-publicised resistance to vaccines. The campaign asks a pointed rhetorical question — if a head of state cannot be persuaded by public health evidence, could the science be made more palatable by attaching it to something he already trusts? That question is the entire engine of the creative. Nestlé, as a brand with deep roots in condensed milk across Latin American markets, becomes the vehicle for the argument, lending the fictional product line a layer of consumer familiarity that sharpens the satire.
In Germany, where the campaign was developed and published, the concept functions as an act of creative social criticism produced within an educational context. Miami Ad School Hamburg, part of Miami Ad School Europe, served as the institutional home for the work. The campaign was submitted to campaign archives by copywriter Yago Guimaraes and lists art director Yani Gabriel as a collaborator. The integrated execution was recorded in a casefilm running one minute and forty-three seconds, according to Campaigns of the World, which listed the project on September 8, 2022. Clapboard assigns this campaign a score of 63 out of 100, reflecting the strength of its conceptual clarity relative to its limited production scope as a student project.
The campaign addresses a specific behavioural paradox: entrenched science denial that persists even in the face of catastrophic public health outcomes. The creative brief, as reconstructed from the campaign's own narrative, does not attempt to argue with vaccine skepticism directly. Instead it identifies a point of emotional vulnerability — a politician's affinity for a particular food product — and uses that as a delivery mechanism for the very ideas he resists. This is a form of Trojan-horse persuasion logic, applied to one of the most politically charged public health debates of the early 2020s.
The German market context is significant. Germany's food and beverage sector is among the largest in Europe, and consumer attitudes toward food provenance, health claims, and corporate responsibility are closely scrutinised. Mintel research consistently identifies German consumers as among the more health-conscious in the European Union, with a strong appetite for functional and transparent food products. Against that backdrop, a campaign that fuses food branding with vaccination advocacy carries a particular resonance, even when the political subject is Brazilian. The campaign's deployment in Germany underscores how Miami Ad School Europe trains students to think across geographic and political registers simultaneously.
Nestlé itself occupies a commanding position in the global food and beverage landscape. The company held an estimated one point six percent share of the broad global food and beverage market in 2022, according to Research and Markets, placing it ahead of competitors including PepsiCo, which held an estimated one point four five percent share in the same period, also according to Research and Markets. In a category defined by incremental brand differentiation, The President's Dairies stakes a claim through provocation rather than product benefit, a strategic choice that is only viable within the protected space of student creative work.
Yago Guimaraes, credited as copywriter on The President's Dairies, submitted the campaign through Miami Ad School Hamburg, the German campus of Miami Ad School Europe. Art director Yani Gabriel is credited alongside Guimaraes, and the collaboration reflects the school's standard pairing model for integrated student briefs. Together they constructed a campaign whose creative strength lies almost entirely in its conceptual architecture rather than in production scale.
The executional centrepiece is a casefilm of one minute and forty-three seconds, as documented by Campaigns of the World. The film presents the fictional product line — three variants of Nestlé condensed milk bearing the names Pfizer, AstraZeneca, and Coronavac — through the lens of a brand launch, complete with the visual grammar of a consumer packaged goods advertisement. That deliberate mimicry of commercial advertising codes is itself part of the creative argument: by presenting vaccine names as product flavours in a category Bolsonaro already embraces, the campaign makes the cognitive dissonance visible and legible to any viewer familiar with the political context.
The tone is dry and precise rather than polemical. There is no direct attack on Bolsonaro; the campaign allows the absurdity of the juxtaposition to carry the critique. This restraint is a meaningful craft decision. Student campaigns that overreach into explicit political rhetoric frequently lose persuasive force; The President's Dairies maintains its coherence by staying committed to the product fiction throughout. In Germany, where the work was developed, Miami Ad School Europe has built a curriculum oriented toward exactly this kind of idea-first, execution-disciplined thinking. The campaign's integrated classification suggests the concept was designed to extend across multiple touchpoints, though the publicly available asset is limited to the single casefilm.
No verified performance data for The President's Dairies is publicly available. The campaign carries no documented sales lift, brand-tracking movement, or media effectiveness metric, which is consistent with its status as a student project rather than a commercially deployed campaign. No verified award record has been identified across Cannes Lions, the Effie Awards, The One Show, D&AD, the Clio Awards, the Webby Awards, or WARC Awards. The campaign does not appear among Miami Ad School's documented award-winning entries, according to publicly available information on miamiadschool.com and miamiadschool.de.
Archival engagement metrics, as recorded by Campaigns of the World, show one thousand four hundred and forty-two views, two likes, and zero comments on the associated casefilm, figures that reflect the typical reach of a student concept within a specialist archive audience rather than a paid media deployment. The campaign was listed by Campaigns of the World on September 8, 2022, several months after its initial April 2022 publication date in Germany.
Assessed on structural grounds, the campaign demonstrates genuine conceptual economy. The core idea requires no media weight to communicate; the premise is self-explaining and the product fiction is immediately legible. Its weakness, and the primary factor moderating the Clapboard Score of 63 out of 100, is the gap between conceptual ambition and the breadth of executional evidence available. A single casefilm, however well-constructed, limits the assessable creative range. Within the context of student work originating from Miami Ad School Europe and produced in Germany in 2022, it stands as a coherent, politically aware piece of integrated thinking with a clear strategic spine.
The President's Dairies is a 2022 student campaign created at Miami Ad School Europe for Nestlé. It proposes a fictional line of condensed milk named after COVID-19 vaccines — Pfizer, AstraZeneca, and Coronavac — satirising Bolsonaro's vaccine skepticism by embedding science inside his favourite food product. It was published in Germany in April 2022.
The campaign was created by copywriter Yago Guimaraes and art director Yani Gabriel at Miami Ad School Hamburg, part of Miami Ad School Europe. Both are credited on the project as submitted to campaign archives in Germany in 2022, according to Clapboard and Campaigns of the World.
No verified award record for The President's Dairies exists across Cannes Lions, D&AD, The One Show, Clio Awards, Effie Awards, Webby Awards, or WARC Awards. The campaign does not appear among Miami Ad School's documented award-winning entries on publicly available school records at miamiadschool.com or miamiadschool.de.
The President's Dairies is a student project, not an official Nestlé campaign. It was conceived at Miami Ad School Hamburg in Germany in 2022 as a conceptual exercise. Nestlé did not commission, fund, or release the work commercially. The brand name and condensed milk product are used within an educational creative context.
Clapboard assigns The President's Dairies a score of 63 out of 100. The score reflects the campaign's strong conceptual clarity and precise satirical logic, moderated by its limited executional footprint — a single publicly available casefilm — and the absence of any verified awards recognition or measurable real-world impact data.
The campaign was developed in Germany because it is a student project from Miami Ad School Hamburg, part of Miami Ad School Europe. The subject — Bolsonaro's vaccine skepticism in Brazil — was globally visible during 2022. Miami Ad School Europe trains students to engage with international political and cultural contexts as creative raw material.
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