New “Milk” Campaign

Question to DDB, Vancouver:
Why does the 1-877-WEAK-111 number NOT work. Would have been genius … but instead, just weak.

The website is genius.
The ebay shop is genius.
The flickr photostream is genius.
Even the fact you are using both vimeo and YouTube to distribute video is genius.

But without the working phone number … leaves this campaign Almost Genius.

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