For six weeks, the marketing and advertising students from Center for Advanced Research and Technology (CART) in Clovis worked hard to craft what they believe could be the next GOT MILK? campaign targeted at young people. They talked to more than 700 teenagers about milk. They debated over 50 advertising concepts.
Represented by five students in the class, they traveled to San Francisco with high hopes of following in the footsteps of those who made GOT MILK? part of American pop culture. With butterflies in their stomachs, CART students presented their ideas to the judges. To effectively market to teens, they said, milk must be presented as exciting, unattainable, even taboo. Using wit and humor as well as day-in-the-life experiences of teens, CART students impressed the California Milk Processor Board (CMPB), the creator of GOT MILK?, and its advertising firm, San Francisco-based Goodby, Silverstein and Partners (GSP). As a result, CART carted away the cashprize of $2,000.
“Sitting there listening to what these students had come up with was just remarkable,” said Steve James, executive director of the CMPB. “They were so professional that you wouldn’t know they were in high school. The CART students captured the essence of the GOT MILK? campaign and its history.”
CART’s win was a result of an advertising competition to celebrate the 15th year of one of the most recognizable taglines in the U.S.: GOT MILK?. To successfully execute this program, GOT MILK? partnered with Junior Achievement, a non-profit organization that brings the real world to students through hands-on curriculum. For six weeks, students at Amador Valley High School in Alameda County, Orange High School in Orange County and CART in Fresno County learned about the GOT MILK? brand and the principles of advertising. Each school formed a mock advertising agency responsible for conducting research and writing strategic plans to ultimately create the advertising concepts they presented to the CMPB and GSP.
“To see what these young people brought to this 15-year-old campaign has been delightful,” said Jeff Goodby, GSP co-chairman/creative director. “They suggested new twists of design, story and thinking that will definitely inspire us here at the agency for a long time to come.”
Creative entries CART presented three television spots in storyboard format, using humor to appeal to the teenage audience while still addressing the health benefits of drinking milk. One of the spots called “Awkward Moment” shows a father concerned about the changes his son is undergoing: building muscles and exploring new things. As the father starts to have “the talk,” the son confesses that he experiments. He now drinks milk for strong bones, teeth and better sleep. Relieved to see his son interested in milk, the father closes the spot with, ‘I’m glad we had this talk.'”
Amador Valley High School presented the theme “Brawn, Beauty and Brains” with the slogan YNotMilk? to highlight the health benefits of the “wonder tonic.” To demonstrate the beauty benefits of milk–healthy hair, skin and nails–the students created a TV spot that opens with a girl who has been teased because of her looks. One day, she decides to drink milk before going to bed. In the morning, she is magically transformed into a beautiful girl with the perfect hair and skin. In addition to TV, Amador Valley also proposed a variety of promotional contests to get teens excited about milk.
In the case of Orange High School, students proposed a concept with a mythical story book theme. The protagonist, Dr. Lactasé, travels from town to town, introducing people to milk: a superdrink that will help cure people of the ailments they suffer, like PMS, weak bones and unhealthy hair. Along the way, he recruits these people to join his caravan to spread awareness of the health benefits of milk.
As a way to thank Amador Valley and Orange High Schools for their dedication to the project, the CMPB will also award each school $1,000.
To get a peek at the schools’ advertising pitches, go to www.gotmilk.com.
Justin Baldoni Sues Blake Lively and Ryan Reynolds For $400M As “It Ends With Us” Fight Continues
"It Ends With Us" actor and director Justin Baldoni has sued his co-star Blake Lively and her husband, "Deadpool" actor Ryan Reynolds, for defamation on Thursday in the latest step in a bitter legal battle surrounding the dark romantic drama.
Baldoni's suit seeks at least $400 million for damages that include lost future income. The lawsuit from Baldoni and production company Wayfarer Studios, which also names publicist Leslie Sloane as a defendant, comes about two weeks after Lively sued Baldoni and several others tied to the film, alleging harassment and a coordinated campaign to attack her reputation for coming forward about her treatment on the set.
That lawsuit came the same day that Baldoni sued the New York Times for libel, alleging the paper worked with Lively to smear him.
The new lawsuit filed in federal court in New York says the plaintiffs did not want to file the suit, but that Lively "has unequivocally left them with no choice, not only to set the record straight in response to Lively's accusations, but also to put the spotlight on the parts of Hollywood that they have dedicated their careers to being the antithesis of."
An email seeking comment from Sloane, whose PR company represents both Lively and Reynolds, was not immediately answered.
The two actors are also both represented by agency WME, which dropped Baldoni as a client after Lively filed a legal complaint that was a precursor to her lawsuit and the Times published its story on the fight surrounding the film.
The surprise hit film based on the novel by Colleen Hoover has made major waves in Hollywood and led to discussions of the treatment of female actors both on sets and in media.
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