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Cannes jury evaluates Grupo Gallegos campaign Bedtime Stories, winner of Bronze Media Lion
18 de junio de 2013
Jack Klue de VivaKi, Doug Ray de Carat y Jim Elms de Initiative
At the Cannes Media category press conference, PRODU spoke with some members of the jury about Grupo Gallegos entry Bedtime Stories, awarded a Bronze Lion. The Media Lion looks for results, and the results of this campaign in California were obvious milk consumption there doubled during that period, said Jack Klues, chairman of VivaKi and president of the jury, about the campaign Grupo Gallegos created for the California Milk Processor Board.For his part, Jim Elms, global CEO of Initiative, called this another example of brands that promote the general good. The campaign also reflects the problem to be attacked lower milk consumption and then comes up with a brilliant, culturally relevant approach based on a possible milk-drinking occasion that happens every day when its time to tell the kids a bedtime story.Doug Ray of Carat concluded that this was a very interesting campaign because of its insight based on the ritual of Hispanic moms when its time the kids went to bed, which is to tell them stories before they fall asleep and give them a glass of milk before tucking them into bed.The client was given an organic integration of this insight in terms of behavior and understanding, Ray said.
