Can Milk Be Cool?

We were asked to make milk as cool as Red Bull among teens. So we created a fabricated rock band whose glamour and energy are attributed solely to milk, and immersed the band into teen pop culture. Meet White Gold and the Calcium Twins. Their mission is to rock and convey to fans their healthy hair and nails, strong muscles, great teeth and overall milkatastical hotness is due to milk consumption. This multi-dimensional campaign existed where teens spend most of their living days: the internet. Full-length interactive music videos. Songs on iTunes. TV spots during SNL. Nail files in salons. Rock posters in malls. Even on school milk cartons. White Gold was there and waiting. Ready to rock the world’s face.

Role: ACD
Director: Tom Kuntz
Music: Electric Six
Digital: Odopod

Awards:
Cannes Cyber Lions—Shortlist (2)
Cannes Film Lions–Shortlist (4)
Clio Awards–Shortlist
Effie Awards–Bronze
FITC Awards–Winner
FWA–Winner
London International Awards–Finalist
The New York Festival–Bronze (2)
The One Show–Silver