HUNTINGTON BEACH, CA -- (Marketwired) -- 06/24/13 -- Grupo Gallegos, a creatively-driven independent advertising and marketing agency, today announced it was recognized once again at the 2013 Cannes Lions International Festival of Creativity. The agency received a Silver Film Lion in the Savory Food category for "Batalla" (Battle), its work with the California Milk Processor Board. This marks their 47th award together.
"Batalla" is part of Grupo Gallegos's Positivity campaign with the California Milk Processor Board that encourages people to view life with the glass half-full. Since a great day begins with a good night's sleep, drinking milk before bed encourages a more positive attitude. This is because milk is protein rich in tryptophan, which can help improve sleep quality and next day alertness.
The 60-second TV spot depicts a little boy's would-be negative dream of a battle with a positive twist. Opposing armies execute grandiose strategies to make a foe's population happy, all while "I Love You," performed by The Zombies, plays in the background as the spot's soundtrack. In the end, it is revealed that a glass of milk is the reason for the boy's sweet dream. The spot finishes with a glass being filled will hot milk and the message (in English) "Sleep well. Dream well. Drink Milk."
"Batalla shows how a positive outlook has the potential to change a negative situation," said Pablo Buffagni, Chief Creative Officer at Grupo Gallegos. "Courageous clients like the California Milk Processor Board help enable us to push the envelope creatively. We were also fortunate to work with renown director Armando Bo and production company Rebolucion to bring this fantastical vision to life."
Along with this spot's TV exposure, it also has an enormous amount of visibility across all video-based platforms due to its robust media investment. Spanish-language radio spots, digital, and social media supported this TV campaign in California.
In addition to this Cannes win, "Batalla" has also received award recognition at FIAP, USH, El Sol, and The Wave Festival.
About Grupo Gallegos:
Grupo Gallegos was founded in 2001 by California born John Gallegos, who was inspired to start the agency with the idea of creative marketing solutions for a multicultural audience. Grupo Gallegos leads the Hispanic market with campaigns for Comcast, The Clorox Company, Toshiba America Information Systems, Inc., California Milk Processor Board (Got Milk?), JC Penney, Valvoline, and Foster Farms, to name a few. The agency's success in revolutionizing how brands communicate with the growing Hispanic Market is due, in part, to John Gallegos's mantra: "Look for courageous clients who are willing to challenge convention." For more information, please visit us at www.grupogallegos.com, https://www.facebook.com/GrupoGallegos, https://twitter.com/GrupoGallegos, www.rainingupideas.com, and http://instagram.com/grupogallegos.
About California Milk Processor Board:
The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. The CMPB's Spanish-language campaign began in 1994 using the tagline "Familia, Amor y Leche" (Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences. GOT MILK? gifts and recipes can be viewed at www.gotmilk.com and www.tomaleche.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.
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