Milk — Get The Glass (2007)
By North Kingdom & Goodby Silverstein & Partners
My role: Interactive Art Director & Lead Designer.
Client: Goodby, Silverstein & Partner. Art Director Jorge Calleja.
INFORMATION / NORTH KINGDOM
An online board game based around a criminal family and their struggle to get hold of the glass of milk that would cure all of their deficiencies.
Once again we worked closely with Goodby, Silverstein & Partners, and transformed their early concept into an engaging gaming experience – more specifically, bringing expertise in design, animation, film, 3D modelling, programming and production.
This project really challenged North Kingdom on the highest creative level. First of all, there were high expectations after all the awards we received for Got Milk in 2006, and we knew we had to make this stand out. Also, we needed to make sure that the benefits from drinking milk was clearly communicated thoughout the game. Once we agreed on the conceptual path and the execution, the production had to be done in less than 4 months. That proved to be a very tough assignment!
The integrated campaign is centered around the Adachi family, who all suffer from different milk-related shortages/problems. On the website, visitors get to know them better by taking on different challenges and at the same time assuming the risk of getting sent to the prison at Milkatraz. They are taking this risk so they can reach the mighty and highly desireable glass of milk at end of game play.
This campaign is focused on milk drinkers in the U.S. market.
FWA Site of the Year 2007, FWA People´s Choice 2007, Cannes Gold 2008, Clio Gold & Silver 2008, Black Pencil & Gold Pencel D&AD 2008...
Second most awarded interactive campaign in the world 2008.