There was major media hubbub earlier this year about the death of the "Got milk?" campaign. But while it's no longer being used nationally by the Milk Processor Education Program (MilkPEP), it's still very much alive in California, where it originated with the California Milk Processor Board.
And now, Goodby Silverstein & Partners, which created the legendary tagline back in 1993, is launching new "Got milk?" work in an unusual partnership with Grupo Gallegos, which created the "Toma leche" campaign—and acknowledging that milk sales have been in decline for years.
"Milk is losing relevance, and sales have been in decline as family life and diets have changed," GSP says. To re-establish milk as the right choice for families, the two agencies have partnered on a campaign "that highlights how a person's future self is determined by the nutritional choices he or she makes today—starting, of course, with milk."
The agencies are approaching California as one whole market to deliver bilingual work that appeals to all consumers, regardless of ethnicity. The campaign launched Wednesday with two spots, each airing in English and Spanish, that couldn't be more different.
"Champion," directed by Dummy's Harold Einstein, is an amusingly quirky set piece that takes place in a grocery store. "Brave," meanwhile, directed by Anonymous Content's Armando Bo, presents a much more emotional appeal by showing a firefighter rescuing a family.
"It's time to start addressing the California market on the basis of things we all share," GSP chairman Jeff Goodby said in a statement. "California consumers are extremely diverse but when it comes to wanting what's best for our children and their future, we are one united front. This campaign embraces every parents' personal desire, which is preparing our children for a successful and healthy future." Credits below.
CREDITS
Client: California Milk Processor Board
Campaign: Milk Fuels A Better Future
Spots: "Champion," "Brave"
Agencies: Grupo Gallegos and Goodby Silverstein & Partners
Executive Creative Director: Jeff Goodby
Chief Strategy Officer: Andrew Delbridge
Chief Creative Officer: Marty Orzio
Creative Director: Eric Kallman/Kate Catalinac
Associate Creative Directors: Saul Escobar/Curro Chozas
Copywriter: Simon Bruyn
Art Director: Andrew Livingston
—Spot: "Champion"
Head of Broadcast Production– Tod Puckett
Senior Broadcast Producer: Leila Seghrouchni
Production Company: Dummy
Director: Harold Einstein
DP: Jonathan Freeman
Executive Producer: Eric Liney
Line Producer: Eric Liney
Editorial Company: Arcade Edit
Editor: Dave Anderson
Ass. Editor: Mark Popham
Producer: Fanny Cruz
Executive Producer: Sila Soyer
Managing Partner: Damian Stevens
VFX / Final Conform: The Mill
Executive Producer: Sr. EP: Sue Troyan & EP: Jo Arghiris
Producer: Adam Reeb
Shoot Supervisor: Tara DeMarco
3D Lead Artist: Tara DeMarco
2D Artists: Timothy Crabtree, Jake Albers
2D Artists: Lu Meng-Yang, Mike Di Nocco, Matt Neapolitan
Colorist: Greg Reese
Art Department: Jeff Langlois & Ashley Forbito
Music: Butter
Composer: Josh Canevari
EP: Ian Jeffreys
Senior Producer: Annick Mayer
SFX/Mix: Barking Owl
Sound Design and Mix: Barking Owl
Sound Designer: Michael Anastasi
Mixer: Brock Babcock
Producer: Whitney Fromholtz
Executive Producer: Kelly Bayett
—Spot: "Brave"
Head of Production: Carlos Barciela
Producer: Valeria Maldini
Production Company: Anonymous Content
Director: Armando Bo
Editorial: Luna Post
Editor: Pablo Piriz
Telecine: The Mill
Music:
Original music composed by Elias Arts
Executive Creative Director: Brent Nichols
Creative Director: Dave Gold
Executive Producer: Ann Haugen
Producer: Katie Overcash
Sound Design: TruLove Post
Sound Designer: Gonzalo Ugarteche
Visual Effects: The Mill LA
Sr. Executive Producer: Sue Troyan
Executive Producer: Enca Kaul
Producer: Adam Reeb
Production Coordinator- Kris Drenzek
Shoot Supervisor: Bill Higgins
2D Lead: Bill Higgins
2D Artists: Steve Cokonis, Robert Murdock, Patrick Munoz, Jale Parsons
3D Artists: Phil Mayer, Jason Jansky
Colorist: Adam Scott
Art Support: Jeff Langlois, Ashley Forbito
