GM
Got Milk? · Campaign collection
Got Milk?
Three ways to play.
Participation, nostalgia,
and cultural relevance.
Mega DaresSocial DocumentaryFeed Your Inner Child
The opportunity
Make milk feel
surprising again.
Created for California’s Hispanic audience, these three original multicultural campaigns moved Got Milk? beyond the familiar product message and into experiences people could watch, share, and take part in.
Mega Dares made milk adventurous through unexpected food pairings and oversized challenges. Social Documentary created an emotional reunion. Feed Your Inner Child used humor, nostalgia, and beloved cultural memories to reconnect adults with the kid they never quite outgrew.
A familiar product.
Three unexpected ways in.
01 · Mega Dares
Make milk
an adventure.
The campaign began with a simple invitation: rethink milk by pairing it with unexpected favorite foods, from tacos al pastor to crème brûlée.
Mega Dares took the idea further. Lowriders, giant turbines, and larger-than-life challenges turned product versatility into playful spectacle—making milk feel social, surprising, and culturally relevant.
GMD
Four mega-sized challengesUnexpected pairings.
Unexpected pairings.
Impossible to ignore.
The platform invited people to see familiar foods—and milk itself—in a completely new way.
Mega Dare 02
Mega Dare 03
Mega Dare 04
Approach Product versatility · Participation · Cultural engagement Media Online video · Social · Retail activation · In-store POP
03 · Feed Your Inner Child
For the kid
still inside us.
Milk is not only for kids. It is also for the kid inside every adult. The platform brought that thought to life through the enduring affection Hispanic audiences have for El Chavo.
Humor and shared cultural memory gave adults permission to reconnect with childhood—and gave the brand a warm, participatory role in that moment.
Feed Your Inner Child
El ChavoA cultural icon.
A cultural icon.
A shared childhood.
El Chavo del Ocho is one of the most iconic television shows in the Hispanic world. Its beloved characters became a playful way to celebrate the child people carry with them, using affection, humor, and recognition to make milk relevant again.
Don Ramón
Señor Barriga
Doña Clotilde
Profesor Jirafales
Beyond video
Built to invite
participation.
Social content, a mobile experience, retail, and in-store materials extended the platform beyond film and gave audiences more ways to rediscover their inner child.
Approach Childhood nostalgia · Humor · Emotional storytelling Media Online video · Social · Mobile · Retail · Activation
Creative Direction / Concept Development / Bilingual Copywriting / Multicultural Strategy
Mega Dares / Social Documentary / Feed Your Inner Child
Online Video / Social / Activations / Retail / Mobile / In-Store POP
U.S. Hispanic Market
Back to the collection
MI
02 · Social Documentary
Kindergarten
Reunion.
A real kindergarten class came together again as adults, turning a shared childhood memory into an emotional social documentary.
The reunion created a human connection between milk, childhood, and the experiences that stay with us long after we grow up.
Kindergarten Reunion