- Hispanic shop Grupo Gallegos is combining a glass of milk with charming bedtime stories penned by the ad agency to encourage children to drink more milk as part of a nightly ritual.
The California Milk Processor Board’s challenge was to create a new milk-drinking moment for Hispanic kids who already drink two glasses of milk a day.
The idea was to build a content-driven campaign around “It’s bedtime” and inspire parents to send their children to bed with a story and a glass of milk.
In some Spanish-speaking countries, TV networks used to end kids’ programming with a message telling them it was time to go to bed. In that spirit, Grupo Gallegos created an animated video called “Time To Go to Bed” that ran as a roadblock on Spanish-language networks Univision and Telemundo in the early evening. In the spot, cute milk droplets help a young boy fall asleep as he hears the words” It’s time to go to bed, with a glass of milk, to enjoy tomorrow” in a catchy song.
- Client: California Milk Processor BoardProduct: Toma LecheAgency: Grupo Gallegos, USACCO: Pablo BuffagniGroup Creative Director: Juan OubiñaAssociate Creative Directors: Saul Escobar – Curro ChozasBroadcast Production Director: Carlos BarcielaAssociate Planning Director: Luis MirandaAssociate Media Director: Sharon CooperGroup Director, Marketing Solutions: Montse BarrenaAccount director: Kymberly SpectorAccount Supervisor: Mario CardenasAccount Executive: Sandra OchoaAssistant Account Executive: Gabriela ArizolaProduction Company: Flamboyant ParadiseDirectors: Javier Lourenço – Antoine QuairiatExecutive Producer: Guido RutenbergProducer: Mercedes SerranoArt Director: Ezequiel Torres3D Lead: Eugenio Pignataro