GOT MILK | DIGITAL BEDTIME STORIES
role: Idea - storybook author/copywriter - television scriptwriter - milk truck concept
To improve Milk's declining sales, The California Milk Processor Board (Got Milk?) needed a fresh idea. Through story telling and wholesome moments, we reminded families that the best way to start the day actually begins the night before.
This campaign was primarily digital, featuring a short animated TV spot that incorporated a Shazam link to downloadable bedtime stories. In addition to the Apple App Store, the stories were also available via facebook so parents could easily access them just before their kids' bedtime.
awards: Cannes Bronze Media Lion (Bedtime Stories), Cannes Silver Film Lion (Battle), Effie Gold, Jay Chiat Silver
Bedtime Stories were available for download via facebook and the Apple App Store
The Milk Truck visited local Los Angeles neighborhoods between 7pm and 8pm. handing out small cartons of milk to kids, it reminded parents that milk helps with a good night's sleep, and a good night's sleep helps with better tomorrow.