Milk was never this excting - the new Got Milk? campaign by GS&P

I heard about this from Simon Law's blog and was automatically drawn to it (being the gaming geek that I am). I have always been a huge fan of the got milk? campaign (sponsored by the California Milk Processor Board) for their offbeat approach to advertising. As far as I could remember, it was never boring, often intriguing, and talked about milk in a different way (our local dairy manufacturers are light years away from coming up with something as engaging as this).

Get The Glass paints a world without milk and the last glass has been kept under lock and key. You get to play the Adachi Family, a milk-deficient clan who have become fugitives from having attempted to break into the fort where the milk is kept.

The game visuals are stunning (the site takes a while to load, but when it does, prepare for HD-like quality - quite impressive for an online game). Some screenshots below.


Does (the lack of) milk cause insanity?


Explore and then play. The backdrop for this engaging online board game.


Introducing the Adachi Family.


Iron Vines, one of the interactive games from the site.


How's this for viral? Get a friend to bail you out of the Milkatraz.

Stuart Elliot's In Advertising, an column for the New York Times, has this to say about the campaign:

"From the beginning, the concept has been the same: to demonstrate the effects of being deprived of one of the most plentiful products around, to remind people how much milk means to them."

With such a straightforward objective, Goodby, Silverstein & Partners simply worked their magic to make the proposition a very refreshing and engaging one. Cheers!