CHANGE MY LOCATION
Goodby, Silverstein & Partners for the California Milk Processor Board
SEE THE LATEST ON THIS STORY
Related Topics: SAN FRANCISCO
)
Goodby, Silverstein & Partners were hired by the California Milk Processor Board to keep the Get The Glass campaign at the top of the minds of California consumers, while motivating them to play the “Get The Glass” online game and learn about milk benefits at the same time.
SAN FRANCISCO (Map, News) - Each week, The Examiner showcases an advertising campaign by a local company.
Client: California Milk Processor Board
Job: Get The Glass :30 “The Adachi Family” spot
Agency: Goodby, Silverstein & Partners
Creative team: Paul Charney, Pat McKay, Feh Tarty, Jorge Calleja
The plan: To keep the Get The Glass campaign at the top of the minds of California consumers, while motivating them to play the “Get The Glass” online game and learn about milk benefits at the same time. The spot started running in October 2007 and will run at least until the end of the year in California.
The theme: Promoting the value of milk worthy of a grand quest: “Get the Glass.”
The concept: Imagine a family who has been deprived of milk all their lives and suffer various health ailments from the deprivation. And now imagine what they’ll do to correct the problem and get their mitts on this “super” drink. Apparently, they’ll turn to a life of crime. The commercial challenges people to play the game and help the Adachi family get the glass.
Paul Charney
Age: 34
Position: Senior copywriter
Education: Brown University
What drove your development of the concept? Bizarre obsession with board games.
Working on next: got milk?, HP
Comments from Examiner Readers
6:58 PM MST on Mon., Feb. 11, 2008 re: "Traction for Clos du Bois"
Report as inappropriate
10:02 AM MST on Mon., Nov. 19, 2007
re: "Catching tourists in Baltimore’s Web"
Report as inappropriate
2:38 PM MST on Mon., Oct. 8, 2007
re: "China gears up relations campaign"
Report as inappropriate
8:36 AM MST on Tue., Sep. 25, 2007
re: "In-house work for Organic Inc."
Report as inappropriate
4:29 PM MST on Mon., Jun. 11, 2007
re: "AIDS prevention campaign targets Baltimore’s youth"
Report as inappropriate
4:02 PM MST on Mon., Jun. 11, 2007
re: "EVB for A&E Network"
Report as inappropriate
7:18 AM MST on Tue., Jun. 5, 2007
re: "Reagan Building markets free event"
Report as inappropriate
5:56 PM MST on Mon., Jun. 4, 2007
re: "The M Line for Convention & Visitors Bureau"
Report as inappropriate
3:45 PM MST on Mon., May. 14, 2007
re: "SenaReider for Togo’s"
Report as inappropriate
4:37 PM MST on Mon., May. 7, 2007
re: "Duncan/Channon for Tishman Speyer"
Report as inappropriate
1:55 PM MST on Tue., May. 1, 2007
re: "Campaign touts consulting firm as corporate watchdog"
Report as inappropriate
Examiner Reader said:
Why is this PR piece considered news? Its free advertising and just plain lazy on the Examiner's part.
102 agree | 90 disagree
Vote on this comment: I agree or I disagree
Examiner Reader said:
Get some of the crime issue solved too
248 agree | 234 disagree
Vote on this comment: I agree or I disagree
Examiner Reader said:
China needs to do more to promote the Olympics. All this talk about toys. I am glad that someone is finally promoting travel to China. I have been there twice and loved it. Great job, guys.
355 agree | 265 disagree
Vote on this comment: I agree or I disagree
Jay Dasker said:
Very nicely done! There is not a lot of agencies that have a beautiful and fresh looking web site like yours. Kudos to your team! Jay
516 agree | 294 disagree
Vote on this comment: I agree or I disagree
Examiner Reader said:
“We want to sound the alarm that AIDS is a serious problem,” said Rebkha Atnafou, director of The After-School Institute. “We need to stress the gravity of this situation.” I pray you can get SOMEONE to SOUND THE ALARM! We hear hours of babble on the media about bird flu, one or two people with TB, etc. but hardly ever hear about HIV/AIDS. The government as usual thinks it can be solved by throwing money at it. Someone said, The more we treat it, the more we will have to treat. Money will not wipe out AIDS....treatment will not wipe out AIDS. A monumental change in behavior is the only answer.
646 agree | 432 disagree
Vote on this comment: I agree or I disagree
THE Examiner Reader said:
Very well done, my cellphone rang when I was in a meeting, and it was Chris Angel! I couldn't quite believe it! I was smiling all day! Kudos to youdos EVB, infact, I'll go one better, EVB= Everyone's Very Brilliant!
561 agree | 427 disagree
Vote on this comment: I agree or I disagree
Examiner Reader said:
This is a laugh. This event was poorly marketed. I tried and tried to find some mention as to whether this event was taking place in 2007, but with no avail. There is nothing on the World Wide Web, including on the link that is mentioned in the article. I work in the area around Woodrow Wilson Plaza and have not seen any posters, brochures,, etc. Also, I am on the email list from past years and have not received any notice at all. This article is the first I have seen mention of the event.
632 agree | 427 disagree
Vote on this comment: I agree or I disagree
Examiner Reader said:
uh, folks the "spot" is at the top...duh!
544 agree | 457 disagree
Vote on this comment: I agree or I disagree
Examiner Reader said:
Why aren't we able to view the spot? Get with it Examiner!
478 agree | 443 disagree
Vote on this comment: I agree or I disagree
Examiner Reader said:
nice stuff! great campaign.
582 agree | 445 disagree
Vote on this comment: I agree or I disagree
Examiner Reader said:
hog wash!
805 agree | 485 disagree
Vote on this comment: I agree or I disagree