Grupo Gallegos 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.