Goodby Silverstein & Partners' latest integrated campaign for the California Milk Processor Board is based around this 20-minute rock opera, Battle for Milkquarious.
The web film resurrects White Gold, the central character in Goodby's last big ticket milk campaign. The campaign also incorporates a CGC video contest for California teens aimed at helping to fun high school arts programs. Kids in CA schools can enter their own video interpretation of one of the scenes in Battle for Milkquarious. The first place film will net $20,000 for the winner's school arts program. Second place wins $10,000 and eight finalists will received $2,500 each.
The film and contest details are on the Battle for Milkquarious site, created by Goodby and Hi-Res! London.