Got Milk? — NDWYL

An integrated campaign for the California Milk Processor Board, developed with Gallegos United. The brief asked Got Milk? to confront years of public-health skepticism without a defensive posture; AIM's contribution was a framework that aligned milk with the everyday things consumers value — and then theatrically 'cancelled' them to make the point.

The activation deployed Brian Baumgartner and Julissa Calderón in field interviews that produced repeatable, shareable moments across earned media. The campaign generated more than 600 million impressions in its first week, supported by a custom digital press kit and an interview pipeline.

The work is referenced internally at AIM as an example of cultural campaign design — using public reaction as the medium rather than as the audience.