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GS&P, Grupo Gallegos Drink Milk in Two Languages

The next phase of Goodby, Silverstein & Partners‘ famous “Got Milk” work goes bilingual this week in a new campaign co-created for The California Milk Processor Board by GS&P and Grupo Gallegos, an Hispanic agency based in Huntington Beach that has served the Board since 2005.

The tagline may be gone on the national level (the larger dairy advocacy group is represented by Lowe Campbell Ewald), but in California the message remains as strong as ever…as strong as, say, an Olympic athlete:

A more dramatic take below…


These ads may not look particularly diverse, but that’s the point: while both ads have Spanish versions, Jeff Goodby tells Stuart Elliot that the actors cast in the top spot could “easily be Caribbean Hispanic” and attributes the second’s “soulful, emotional tone” to the creatives at Grupo Gallegos, who worked in Goodby’s San Francisco office for a time during the creative process.

The goal, then, was to create a campaign that would appeal to a cross-section of the population rather than aiming individual ads at specific demographics.

There will be digital and social media content to follow.

Campaign:

Milk Fuels A Better Future

 

Spots:

“Champion”

“Brave”

 

Client:

California Milk Processor Board

Agencies:

Grupo Gallegos and Goodby Silverstein & Partners

 

Creatives:

Executive Creative Director – Jeff Goodby

Chief Strategy Officer – Andrew Delbridge

Chief Creative Officer – Marty Orzio

 

Creative Director– Eric Kallman/Kate Catalinac

Associate Creative Directors – Saul Escobar/Curro Chozas

Copywriter – Simon Bruyn

Art Director – Andrew Livingston

 

Spot: “Champion”

Head of Broadcast Production– Tod Puckett

Senior Broadcast Producer – Leila Seghrouchni

 

Production Company – Dummy

Director – Harold Einstein

DP – Jonathan Freeman

Executive Producer – Eric Liney

Line Producer – Eric Liney

 

Editorial Company – Arcade Edit

Editor – Dave Anderson

Ass. Editor – Mark Popham

Producer – Fanny Cruz

Executive Producer – Sila Soyer

Managing Partner – Damian Stevens

 

VFX / Final Conform– The Mill

Executive Producer – Sr. EP – Sue Troyan & EP – Jo Arghiris

Producer – Adam Reeb

Shoot Supervisor – Tara DeMarco

3D Lead Artist – Tara DeMarco

2D Artists – Timothy Crabtree, Jake Albers

2D Artists – Lu Meng-Yang, Mike Di Nocco, Matt Neapolitan

Colorist – Greg Reese

Art Department – Jeff Langlois & Ashley Forbito

 

Music – Butter

Composer: Josh Canevari

EP: Ian Jeffreys

Senior Producer: Annick Mayer

 

SFX/Mix – Barking Owl

Sound Design and Mix:  Barking Owl

Sound Designer: Michael Anastasi

Mixer:  Brock Babcock

Producer: Whitney Fromholtz

Executive Producer: Kelly Bayett

 

 

Spot: “Brave”

Head of Production –  Carlos Barciela

Producer – Valeria Maldini

 

Production Company – Anonymous Content

Director – Armando Bo

Editorial – Luna Post

Editor – Pablo Piriz

Telecine – The Mill

 

Music –

Original music composed by Elias Arts

Executive Creative Director- Brent Nichols

Creative Director- Dave Gold

Executive Producer- Ann Haugen

Producer: Katie Overcash

 

Sound Design –  TruLove Post

Sound Designer- Gonzalo Ugarteche

 

Visual Effects – The Mill LA

Sr. Executive Producer- Sue Troyan

Executive Producer- Enca Kaul

Producer- Adam Reeb

Production Coordinator- Kris Drenzek

Shoot Supervisor – Bill Higgins

2D Lead- Bill Higgins

2D Artists- Steve Cokonis, Robert Murdock, Patrick Munoz, Jale Parsons

3D Artists- Phil Mayer, Jason Jansky

Colorist- Adam Scott

Art Support- Jeff Langlois, Ashley Forbito

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