Creative Agency: Goodby, Silverstein & Partners, North Kingdom
"We've created a place with only one glass of milk, metaphorically speaking," says California Milk Processor Board (CMPB) executive director Steve James. "We want people to imagine what it would be like if milk really was that scarce and how that would change the way we think about it."
Got Milk? created a sophisticated, 3-D online game on www.gettheglass.com. Action and trivia-based questions confront players at every turn as they work their way to a heavily-fortressed fantasy world called "Fort Fridge." Each step of the way, players have to overcome physical handicaps caused by lack of milk: brittle bones, weak muscles, insomnia, PMS and broken nails.
--Molly Ireland, spokesperson for CMPB and SVP, RL Public Relations
Ok, maybe that's not so great, but it speaks volumes about this latest online effort for the California Milk Processor Board. The 3D environment and animation is breathtaking, and the site loads unbelievably fast. I never experienced lag or stuttering in the visual presentation.
The storyline and cast of characters are entertaining as well, and helping them along on the living game board is both fun and addicting. The mini games are both challenging and fun, and kept me involved through the end. It took me over twenty minutes to finish the game, and I hardly noticed how much time had passed.
The site even manages to involve friends in a unique way. After being sent to "Milkatraz" I was given the option of emailing a friend to post bail, a clever ploy indeed for pass-along value. After entering an email address, however, I was surprised to see my friend had only two minutes to "bail me out," a timely twist I definitely wasn’t expecting.
This site is executed amazingly well, and is a spectacular example of how the interactive medium can and should be utilized to convey a message while also entertaining and engaging users. It’s part game, part story, part milk education, and all good.
--Chris Gatewood, creative director, Freestyle Interactive
I’m not sure who is keeping the milk away from the Adachi family or why, but these hapless people are in serious need of some Vitamin D.
Dad Walter has weak bones and muscles. Mom Lynn (who looks eerily like Adrien Brody) suffers from PMS and needs a massage. Daughter Melissa has bad hair and nails and son Tad has rotting teeth.
Fort Fridge holds the glass that the Adachis seek. The crime files detailing their varying health deficiencies are deep and well planned, with each document floating toward you as you click it.
The game itself is beautiful in its dark 3D model look, but playing the game is pretty tough. The anti-crime unit busted me with a quickness, sending me to Milkatraz three times in the space of three minutes. The dice rolling is well done too. (Hint: Serve your time. Escape is seemingly impossible.)
Standard downloads are available in the form of artistically directed TV spots (think Terry Gilliam), wallpapers and screensavers, but the real fun of this site is the Flash and 3D modeling. (Here’s a nice, simple twist: instead of counting up as the Flash is downloading, this site counts down.) North Kingdom wins, and judging from the leader board, so does the CMPB. Some players are spending as much as 45 minutes on the site.
--Dave Wilkie, creative director, Dexterity Media and author of the advertising blog, Where's My Jetpack?