We’re big fans of the magazine Food & Milk.

 

By Egotist / / Here’s a crazy-ass idea that most agencies would have laughed off, but GSP got to work! They actually convinced Food & Wine to change their name to Food & Milk. The ad is part of the “Food Loves Milk” campaign, which highlights milk’s versatility and unique ability to complement a range of flavors, from savory to spicy to sweet. “Our approach to planning media is not to place an ad, but to hack the media so you can’t separate the creative idea from its context. This is a perfect example of where creativity and media intersect,” said Christine Chen, partner and director of communication strategy at GS&P. “When I was shown this idea, I thought it was brilliant but doomed,” said Jeff Goodby, GS&P’s co- founder and co-chairman. “Would Food & Wine ever let us do this? They would! They did!” CREDITS: Ad Agency: Goodby Silverstein & Partners Client:  California Milk Processors Board Campaign: Food & Milk with Food & Wine Live Dates: 11/17/2017 GS&P Creative Co-Chairman/Partner: Jeff Goodby Copywriter: Jo Cresswell Art Director: Sian Coole Production Director of Production: Margaret Brett-Kearns Producer: Alisa Latvala Photographer: Sue Tallon Food Stylist: Kim Kissling Styling: Thea Chalmers Prepress: Pacific Digital Image Account Services President & Partner: Derek Robson Account Director: Cassi Norman Account Manager: Olivia Mullen   Brand and Communication Strategy Group Brand Strategy Director: Kelly Evans-Pfeifer Brand Strategist: Gabriella Dishotsky Director of Communication Strategy/Partner: Christine Chen Communication Strategy Director: Nicole Richards Communication Strategist: Christina Rhee Business Affairs Business Affairs Manager: Heidi Killeen