“Getting milk out of a stone” is a Brazilian idiom, very similar to “getting blood out of a stone”, and also means getting a great outcome from an adverse situation. Pretty much what creatives have to do in every job. 

So, to promote the biggest creativity festival in Brazil, we turned the idiom into a product: the Stone Milk. It’s minimalist design, in each execution of the campaign, was chosen in order to get great executions with minimal resources, as an example of “getting milk out of a stone”.