Got What It Takes?

    BERKELEY, Calif., Oct. 24 /PRNewswire/ -- In its continued efforts to be
 competitive with soft drinks and other non-alcoholic beverages, the California
 Milk Processor Board (CMPB) invites teens across California (especially those
 interested in visual arts, television, cinema and advertising) to participate
 in the 'GOT MILK? Home Video Commercial' contest.  Teens will be presented not
 only with a fun opportunity to showcase their creativity but also highlight
 how they view milk in their daily lives.  The contest will launch Oct. 23,
 2000 and will conclude Dec. 4, 2000.  Winners will be announced early 2001.
     "We believe that there is an unlimited amount of teen creativity out there
 waiting to be tapped," said Jeff Manning, executive director of the CMPB.
 
     Contest Criteria:
     -- California teens between the ages of 13-18 years
     -- All video entries must be 30, 60 or 90 seconds
     -- Express the idea of milk deprivation or food and no milk
     -- Must end with the GOT MILK? tagline
     -- Submissions must be on VHS or digital format, non-professional editing
        is acceptable
     -- Submissions can either be individual or group (no more than three
        people per group)
 
     Deadline:
     -- All entries with proper contact information should be received no later
        than Dec. 4, 00 to 'GOT MILK? Home Video Commercial' contest C/O RL
        Public Relations 201 N. Robertson Blvd, Suite A, Beverly Hills, CA
        90211
 
     One Grand Prize winner and two semi-finalists will be selected.  The Grand
 Prize winner will be awarded a video-camcorder and the opportunity to stream
 their home video commercial on the GOT MILK? official website.  The two
 semi-finalists will be awarded a trip to the next GOT MILK? ad shoot plus GOT
 MILK? merchandise.  In addition, all winners will receive a $200 savings bond
 for college.
     A select panel of judges that will include executives from the CMPB, its
 agencies, and film industry executives will choose the winners.  Criteria for
 the selection will be based on creativity, originality in the expression of
 milk deprivation and the GOT MILK? tagline.
     The California Milk Processor Board was established in 1993 to make milk
 more competitive against the assaults of soft drinks and other non-alcohol
 beverages.  It is funded by all California milk processors and administered by
 the California Department of Food and Agriculture.
 
 

SOURCE  The California Milk Processor Board