And the winner is: (see post below): Center for Advanced Research and Technology (CART) in Clovis, Calif.! Congratulations to all of the students who took part in this unique and challenging learning exercise.
To effectively market to teens, the CART students 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) and awarded the students $2,000.
“Sitting there listening to what these students had come up with was just remarkable,” says 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.”
“To see what these young people brought to this 15-year-old campaign has been delightful,” says Jeff Goodby, GSP co-chairman. “They suggested new twists of design, story and thinking that will definitely inspire us here at the agency for a long time to come.”
The winning school, CART, presented three TV 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.” In the case of Orange High School, students proposed a concept with a mythical, story book theme. As a way to thank Amador Valley and Orange High Schools for their dedication to the project, the CMPB will also award each of the schools $1,000.