Goodby Silverstein & Partners- Got Milk??

The Got Milk campaign isn't only an advertising campaign intended to promote the consumption of milk on a national scale, but it has become an American icon. Through parodies and spoofs the campaign has received an enormous amount of free PR. Yet, to me, the most interesting part of this campaign is that there was no particular brand or company that this was advertised for. It was the idea of the California Milk Advisory Board to launch a campaign in order to make more Californians drink milk, a moral and socially responsible thing to do. Also, with the target audience virtually being anyone and everyone, the concepts behind this campaign was executed really well, with a universal appeal.