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The "Got Milk?" campaign for the California Milk Processor Board by Goodby, Silverstein & Partners, San Francisco, has gotten a lot of attention recently, and for good reason. Seldom has a campaign for a food trade association been so innovative.

Not only did a spot from that campaign win our TV Best of Show award (Page S-2), another execution took top honors in the Out-of-Home category. The poster uses the familiar "Got Milk?" line over a picture of two cream-filled chocolate cupcakes, one of which has a bite out of it. (What goes better with a cupcake than milk, eh?)

This is one of a number of posters done by the agency using popular foods that make people thirsty.

Massachusetts Tobacco Control Program: "Smoke Here" (Houston Effler Herstek Favat, Boston). Board on the side of buses carries two messages: "If someone were smoking here" (arrow points to a bus window) "Someone could get lung cancer here" (arrow points to another window three seats away). Powerful reminder about second-hand smoke.

Volkswagen AG: "Volkswagen Golf Range" (Verba DDB Needham, Verona, Italy). A series of three adjoining outdoor boards in Italy show VW Golf models, along with a single word on each: "Married." is on board with Variant station wagon, "Bachelor" with GTD sedan and "Divorced" with Cabrio convertible.

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