02.20.08

Milk "Get The Glass" wild postings

Out-of-Home Ads, Consumer

San Francisco's Goodby Silverstein Partners created this series of posters to support a larger Got Milk? campaign, that tells the story of the Adachi family, that suffers from life without milk. In the TV spots, the family attempts to break into Fort Fridge and get the glass of milk; the Web site, gettheglass.com, is an interactive board game where players help the Adachis reach Fort Fridge. While researching old board games for the site's visual references, the team stumbled onto a book of board game box covers and became enamored with the facial expressions of the models from the '60s and '70s. Hysterically sincere, charming, playful and innocent, they communicated effortlessly how much fun the board game was going to be. A handful of headlines (that felt as if they were from an era when advertising was simpler and less cynical) were written to accompany the mockups and photographer Zachary Scott (who did an amazing job getting the models to make the appropriate expressions) was hired for the shoot.

Brian Gunderson, art director/designer; Jorge Calleja, senior art director; Asya Soloian, junior designer; Paul Charney/Ronny Northrop, writers; Ronny Northrop, associate creative director; Jeff Goodby/Pat McKay/Feh Tarty, creative directors; Jenny Taich, producer; Jeff Goodby, co-chairman; Schawk S.F., engraver/pre-press house; California Milk Advisory Board, client.

www.gspsf.comwww.gettheglass.com