Eighteen months after unleashing the fictional rock star White Gold unto the masses, San Fran-based agency Goodby, Silverstein & Partners has resurrected the character for the next phase of its enduring “Got Milk?” campaign on behalf of the California Milk Processor Board. This time around, White Gold–a cross between Ziggy Stardust and Spinal Tap–goes on an intergalactic mission in the Battle for Milkquarious.
In essence, it’s a 20-minute rock opera sprinkled with some Rocky Horror influence where our milk-loving, guitar-wielding hero must save his hometown Milkquarious from a milk shortage while rescuing his gal Strawberry Summers from the evil Nasterious. It’s not quite as Saturday morning cartoonish as you’d think since the campaign is aimed at the high-school set. In fact, on the site, Goodby has added the “White Gold Milkdonkulous Giveaway“, whereby teens 14-18 can recreate one of the scenes from the rock opera and win up to $20,000 for their school’s arts program. The agency itself created five 30-second spots to drive viewers to the website as well a print component for the overall campaign.
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