Daybreak
July 19th, 2012
A transmedia entertainment campaign for AT&T
Case Study / Get the Glass
Get the Glass
In 2006, we worked on creating the campaign site for the Got Milk campaign. Then, in 2007, we got another shot at it. Goodby, Silverstein &Partners contacted us to create an online board game that would be based around a criminal family and their struggle to get hold of the glass of milk that would cure all of their deficiencies.
OUR ROLE
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.
CHALLENGE
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!
SOLUTION
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.
TARGET GROUP
This campaign is focused on milk drinkers in the U.S. market.
HIGHLIGHTS
FWA Site of the Year 2007 FWA People´s Choice 2007 Cannes – gold Clio – gold One Show Interactive – gold New York Festivals – gold Netawards 2008 – gold Webby Awards – gold .net Magazine – gold M16 Gaming Awards – gold Andy Awards – gold FAB Awards – gold London International Awards – gold Black and Yellow Pencil at D&AD.
GUNN REPORT
Second most awarded interactive campaign in the world 2008. http://www.creativereview.co.uk/cr-blog/2008/november/gunn-report-2008 Over 4 million visitors, spending an average of over 9 minutes/visit.
Visit site: http://demo.northkingdom.com/gettheglass/
