Advertiser/Client: BC Dairy Campaign: It's Always Been Survival of the Fittest Idea: An extension of the TV/print campaign featuring prehistoric cavemen making unfortunate choices and meeting their demise. The online experience introduces Second Chance Caveman, a caveman thawed from a block of ice and given a second chance. Through a series of interview videos, the caveman relates his bizarre experiences in the modern world. Also featured: an 'advice' section, a photo blog, and a hidden link. Clicking on a pixel 'error' on the home page sends users to system folders. This 'easter egg' features bonus materials: photos, video outtakes, etc. Website: www.drinkmilk.ca