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Together with digital agency Innored Seoul, Paulus submitted Maeil’s “Greeting Milk” campaign to Cannes Lions as well. The campaign won a Silver Lion in the Brand Experience & Activation category and a Bronze Lion in the PR category. The campaign is a creative way to tackle the heartbreaking phenomenon of “unattended death” affecting the elderly Koreans in single-person households. Regular milk carton deliveries enable delivery drivers to check-in with the elderly and alert the local community center if milk cartons are not taken from the milk pouches. By winning two trophies at Cannes Lions, “Greeting Milk” became the best-performing single campaign conducted by an independent creative agency in Korea. Importantly, the campaign’s success at Cannes Lions is a rare achievement for mid-sized companies involved in ESG related brand activations at a global advertising festival.