Project: Web Experience
Role: Art Director & Lead Designer
Made by: North Kingdom & Goodby
Client: Got Milk?
We closely collaborated with Goodby, Silverstein & Partners to transform their initial concept into an engaging gaming experience. Our role involved expertise in design, animation, film, 3D modeling, programming, and production.
This project posed a significant challenge for North Kingdom on a creative level. Firstly, there were high expectations following the accolades we received for Got Milk in 2006, and we knew this project had to stand out. Additionally, we needed to ensure that the benefits of drinking milk were clearly communicated throughout the game. Once we agreed on the concept and execution, we had to complete production in less than four months, which proved to be a tough task.
The integrated campaign revolves around the Adachi family, each experiencing different milk-related shortages or problems. Visitors to the website get to know them better by taking on various challenges and facing the risk of being sent to Milkatraz prison. They willingly take this risk to reach the highly desirable glass of milk at the end of the gameplay. This campaign specifically targets milk drinkers in the U.S. market.
Second most awarded interactive campaign in the world.
Gunn Report — read here
Over 4 million visitors, spending an average of over 9 minutes/visit.
Behind the scene —