got milk?

Campaign Details:
Client: CA Fluid Milk Processors/Got Milk?
Creative Agency: Goodby, Silverstein & Partners; North Kingdom

Campaign Insight:
'The initial brief for planetinneed.com was to re-introduce milk to consumers. With sales of milk declining, we needed to remind people of all the benefits of nature's wonder drink. We wanted them to literally see milk through new eyes, to rediscover this familiar beverage as the Miracle Elixir it really is. The first world is a seemingly low-tech, unbranded teaser site by the farmers, whose cows were going missing. Viewers can see photographic evidence of the abductions, read the latest news and advice from farmers, and post their own evidence as well. The second world is a deep, interactive dive into the world of Brittlelactica, showcasing DA IRY, the aliens and their many health ailments. Viewers can visit regions of the planet (such as Cavitopia and PMStonia), speak directly to DA IRY, as well as watch the TV spots. Interestingly, the site doesn't use the word milk and doesn't show any milk, yet the online experience leaves no doubt as to the health benefits of the product. There's been over one million visits to the two websites since they launched in March, as well as countless references in blogs and trade publications. Ultimately, the interactive has achieved its goal; to generate buzz around the campaign, and to provide a detailed look into the many benefits of the most miraculous drink in the universe: milk.'