GOT MILK | WHAT YOU SAY WITH A GLASS OF MILK LASTS FOREVER
role: Idea - radio collection writer - website copywriter - integration concept/writer (w/CW Graham Davis / AD Jose Netto / CD Jeff Goodby)
At this point, everybody knows the physical benefits that milk brings to the table. So instead of aiming for the head, we went for the heart. After all, some of the most special childhood moments, the ones where lifelong advice gets passed down from mother to child, often happen over a glass of milk.
In a joint agency project with Jeff Goodby as the acting Creative Director, I was fortunate to concept with the team for TV and integration, while solely creating radio/digital radio for this campaign.
press: New York Times
awards: Fiap Gold, Clio Shortlist, Mercury Radio Finalist, New York Festival Finalist, U.S.H. Grand Prix, Wave Festival Gold
I created and wrote all three pieces of our radio collection, which included a digital radio. I incorporated a video companion banner that played as a visual conclusion to the audio commercial.
Aside from the main TV spot, we created simple media integrations that delivered a message right before related TV and YouTube content began.
new website: This campaign also included a website redesign (www.tomaleche.com). My partner and I went for a much more modern/contemporary look and feel, which included a navigation bar that was meant to tell a story.
Aprender = Learn (mind) Nutrir = Nurture (body) Reconfortar = Comfort (soul)