Description
Across the country, people are shaking off the shackles of “cancel culture” and conformity and are ready to be themselves without scrutiny or guilt. The California Milk Processor Board (CMPB) – creators of the famous got milk? campaign – is at the forefront of this culture shift with a new marketing effort celebrating unfiltered realness on and off social media.
The new “get real” integrated campaign, created by advertising agency GALLEGOS United, focuses on milk’s authenticity. The debut music video features actor and singer Diego Boneta (HBO Max’s “Father of the Bride”, Netflix’s “Luis Miguel: The Series”) who takes a lighthearted journey into what a more real world could look like when people are unapologetically themselves. The CMPB even pokes fun at itself, admitting it took 37 takes for Diego to perfect the iconic milk splash at the end of the video.
This professional campaign titled 'Get Real' was published in United States in August, 2022. It was created for the brand: California Milk Processor Board, by ad agency: GALLEGOS United. This Integrated medium campaign is related to the Soft Drinks industry and contains 2 media assets. It was submitted over 1 year ago by VP: Naylet Aguayo of DiGennaro Communications.
Credits
California Milk Processor Board (got milk?)
Executive Director: Steve James
ADVERTISING AGENCY: GALLEGOS United
Executive Director: James Kulp
Senior Account Supervisor: Angelica Rincon
Account Executive: Jack Adams
Creative Director: Cristián Costa
Senior Art Director: Ramiro Crosio
Senior Copywriter: Sebastián Blezowski
Chief Strategy & Engagement Officer: Andrew Delbridge
Strategy Director: Jasmin Esquivel
Executive Strategy Director: Bryn Little
Chief Innovation Officer: Mark Lainas
Creative Director: Taua Baccarin
Junior Designer: Allie Galasso
Project Manager: Alyssa Eldredge
Director of Content and Engagement: Becky Peterhansen
Content Creator: Lucy Glover
Community Manager: Tyra Bryant
PR AGENCY: ROX United
Account Director: Lindsley Lowell
Account Executive: Kristine Tanaka
PRODUCTION AGENCY: Oak Leaf Productions
Head of Production: Daniel Marin
Executive Content Director: Curro Chozas
Executive Producer: Ilene Kramer
Executive Producer: Gloria Guerra
Director of Post Production: Dave Garcia
Director of Business Affairs: Diane DeLisa
Editor: Andy Green
PRODUCTION COMPANY: Joinery
Director: Bondi formed by Rafa López Saubidet & Andrés Salmoyraghi
EP/Producer: César Ahumada
Producer: Pablo Pytlowany
