So the other case study that Will McGinness from Goodby went through was the most recent Got Milk? campaign. The brief was to develop a campaign that appealed to teenagers and parents and imparted a load of 'benefits of milk' information and was fun and got talked about. Will defined the campaign in terms of the 'narrative premise' which was "a race of brittle-boned, insomniac aliens are trying to obtain the white wonder tonic from what they describe as the supreme ones". What I liked about this Got Milk? idea was that it was divided into two completely different campaigns. There was no concern about everything looking and feeling the same across all channels. One was the 'back story' of victimised farmers across the US and their attempts to prevent alien abduction. I haven't got the whole campaign, but Will showed lots and lots of neat tactical, print and viral ideas that had simply been put together in the agency (great ideas are really cheap and easy to produce). But here's a viral (or a digital word of mouth film).
The other half of the campaign was what I assume was the TV campaign (it looks like this half of the campaign had more budget thrown at it.) This is where you meet the Brittlacticans. Here's one ad, but the other four are easily found on YouTube.
Posted by Jonathan Rigby