2009 BRONZE

MEDIA IDEA

WHITE GOLD

CALIFORNIA MILK PROCESSOR BOARD, CALIFORNIA MILK PROCESSOR BOARD

Steve James, Exec. Dir.

GOODBY, SILVERSTEIN & PARTNERS

Jeff Goodby, Co-Chrmn.-Part.
Joshua Spanier, Dir.-Comm. Strategy
Christine Chen, Group Comm. Strategist
Stephanie Charlebois, Comm. Strategist
Kelly Evans-Pfeifer, Brand Strategy Dir.
Paul Charney, Assoc. Creative Dir.-Copywriter
Bryan Houlette, Assoc. Creative Dir.-Art Dir.
Martha Jurzynski, Acct. Dir.
Ashley Weber, Acct. Mgr.

RL PUBLIC RELATIONS

The challenge: to make milk hipper and inspire teens to drink more. The creative solution: create a buzz-worthy pop culture of own -the band "White Gold." The media strategy: to mimic the condensed life cycle of a real band from indie obscurity to stadium sell-out through the distribution of content (music, music videos, posters, interviews) in teens natural habitat: online. The results: In just six months, teens have embraced "White Gold," and milk has seen both significant images shifts and increased consumption.