"Clever and exceptionally well-executed. The use of stop-motion animation really was a great choice." —juror Bart Marable

"With a striking balance of intrigue, adventure and interactivity, visitors can live-out what’s been in their imaginations as board-game players. Proving that milk trivia can be breathtaking, the designers have reset the bar for interactivity online." —juror Liz Danzico

Overview: This groundbreaking game—the cornerstone of the Get the Glass campaign—aims to increase milk consumption in California. In the meantime, it makes it crazy fun to learn the benefits of drinking milk. Innovative in both style and execution, it combines numerous videos, 3-D components and details that make it special, interesting and beautiful. Although some standard, global navigation cues exist, allowing users to view the TV spots and explore the world of the game, in the style of traditional board-game play, the navigation is contingent on user behavior.

• Roughly 25 people from GS&P and 10 from North Kingdom worked on the site for 6 months.
• Players sent to "Milkatraz," can ask a friend help them to escape.
• The campaign consisted of TV, print, out-of-home and banner ad support for this online presence.

Comments by Heather Wischmann:
What was the most challenging aspect of the project? "Developing the amount of content and the rules of game-play were major feats and keeping milk top-of-mind was always a challenge, but by far our greatest obstacle was creating the characters. The 3-D characters were the most critical aspects of the game; not only did they need to be based on the talent that was selected for the TV spots, but we had the least amount of time to develop them. In addition, we were trying to execute an innovative style (combining 3-D and video) and the level of complexity was extremely high. Overall, this entire concept demanded a new approach to execution—although, we're not quite sure whether that actually made it easier or more difficult."

How did time constraints affect your final solution? "In order to really finesse the final product and make it special, we decided to do a phased launch. We led with the largest portion of the game and added a few final touches within weeks after the initial launch."

What would you do differently if you could start the project over? "We certainly learned new and successful ways to collaborate with a development partner, and our relationship with the California Milk Processor Board has been further strengthened by trust in our strategy and creative development. But, if we had it to do over, we'd re- and co-locate both the GS&P and North Kingdom teams throughout development of the entire project."