Here's a Flash site that makes the most of low-res graphics and the public's expectation that milk will be marketed in a wholesome way.
Instead of testimonials about health and bone density levels, mechantchoco.com (warning: site launches with sound) uses a horror film motif to reveal the sad fate of kidnapped chocolate bunnies, ducks and bears that are ground up and turned into chocolate milk.
The choppy, cheap horror-film look of the graphics works well. Selecting different options, you can see how the chocolate critters were bashed, ground and micro-waved into pieces before being transformed into chocolate milk.
The campaign earned BBDO Montreal a Cassie grand prix. For six weeks in 2005 Quebec was peppered with posters for various "missing" chocolate animals, prompting teens to visit the site. Sales went up 17%, says the Globe and Mail.