The next phase of Goodby, Silverstein & Partners’ famous “Got Milk” work goes bilingual this week in a new campaign co-created for The California Milk Processor Board by GS&P and Grupo Gallegos, an Hispanic agency based in Huntington Beach that has served the Board since 2005.
The tagline may be gone on the national level (the larger dairy advocacy group is represented by Lowe Campbell Ewald), but in California the message remains as strong as ever…as strong as, say, an Olympic athlete:
A more dramatic take below…
These ads may not look particularly diverse, but that’s the point: while both ads have Spanish versions, Jeff Goodby tells Stuart Elliot that the actors cast in the top spot could “easily be Caribbean Hispanic” and attributes the second’s “soulful, emotional tone” to the creatives at Grupo Gallegos, who worked in Goodby’s San Francisco office for a time during the creative process.
The goal, then, was to create a campaign that would appeal to a cross-section of the population rather than aiming individual ads at specific demographics.
There will be digital and social media content to follow.
Campaign:
Milk Fuels A Better Future
Spots:
“Champion”
“Brave”
Client:
California Milk Processor Board
Agencies:
Grupo Gallegos and Goodby Silverstein & Partners
Creatives:
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