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From “got milk?” to Cheetos: The Art of Building Campaignable Campaigns A Conversation with Jeff Goodby & Eamonn Dixon

Art of Craft
News
2026

From “got milk?” to Cheetos: The Art of Building Campaignable Campaigns
A Conversation with Jeff Goodby & Eamonn Dixon

The Art of Craft is set to return with world-renowned Jeff Goodby and Eamonn Dixon from Goodby, Silverstein & Partners on September 10th.

Most ads are built to run. Very few are built to keep going. The MADC's Art of Craft returns to pull apart the difference.

For this installment, the MADC welcomes Jeff Goodby, Co-Founder and Co-Chairman of Goodby, Silverstein & Partners, and Eamonn Dixon, Executive Creative Director at GS&P New York.

Some campaigns run their course in a single flight. Others become platforms — ideas durable enough to be built on for years, flexible enough to move across culture and media, and sharp enough that audiences carry them forward on their own. "got milk?" is one of advertising's defining examples. Cheetos, in its current era, is another.

In this session, Goodby and Dixon examine what it takes to build a campaign that lasts, not just an ad that runs. Together they'll explore:

  • How to spot a fertile campaign platform in the room, before anyone knows what it will become

  • How to sell that idea in — convincing a client to bet on a platform rather than a single execution

  • The difference between a great idea and a campaignable one

  • How a creative platform holds its core identity while still evolving execution after execution

  • Building work that invites cultural participation rather than simply broadcasting a message

  • How to reinvent a platform over time, keeping it alive across years, changing teams and shifting media landscapes without losing what made it work

Drawing on case studies spanning four decades, from "got milk?" to present-day Cheetos work, Goodby and Dixon offer a candid look at how enduring creative platforms are spotted, sold, sustained and reinvented.

Date: Thursday, September 10th 2026
Time: Doors open 6pm | Presentation 6:30 Sharp
Location: MicDrop Collingwood, 88 Langridge St, Collingwood VIC 3066
Tickets: $30 (Be quick these will sell out)

Get Tickets
MADC is made possible thanks to the continued support of

We acknowledge the Wurundjeri Woi Wurrung people of the Eastern Kulin Nation as the Traditional Custodians of the lands and waterways we work on here in Naarm (Melbourne). We honour their rich history, continuing culture, and deep connection to Country. We pay our respects to Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples.

MADC is made possible thanks to the continued support of

We acknowledge the Wurundjeri Woi Wurrung people of the Eastern Kulin Nation as the Traditional Custodians of the lands and waterways we work on here in Naarm (Melbourne). We honour their rich history, continuing culture, and deep connection to Country. We pay our respects to Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples.

MADC is made possible thanks to the continued support of

We acknowledge the Wurundjeri Woi Wurrung people of the Eastern Kulin Nation as the Traditional Custodians of the lands and waterways we work on here in Naarm (Melbourne). We honour their rich history, continuing culture, and deep connection to Country. We pay our respects to Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples.