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Arla-Cravendale: Moonicow by Wieden+Kennedy London

Date: Aug 2017
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Milk brand Arla Cravendale is investigating the strange and unconfirmed sightings of the ‘Moonicow’ in a new mockumentary directed by Brass Eye’s Michael Cumming and devised by Wieden+Kennedy London.

The 60-second film amalgamates interviews with earnest Moonicow spotters in the fictional country village of Cravendale, who claim the “unique freshness” of their milk could only come from a mythical bovine creature. The ad also explores the legend through newspaper clippings, photographs, folk art and Blair Witch-style found footage.

Moonicow spots will run on TV, video on demand and social throughout August. Food bloggers and celebrities, including Fred Sirieix of First Dates, have been brought on board to bolster the campaign’s reach. The new £3m initiative forms part of Arla Foods UK’s commitment to championing British dairy and adding value to the UK milk category.



Creative Directors: Dan Norris & Ray Shaughnessy

Creatives: Alexandra Sattlecker & Linda Weitgasser

Executive Creative Directors: Tony Davidson & Iain Tait

Group Account Director: Laura King

Account Director: Alexandra von Puttkamer

Account Manager: Vicki Sinclair

Planning Director: Georgia Challis

Planner: Rachel Hamburger

TV Producer: James Laughton

Creative ProducerL Giedre Miniotaite


Production Company: Moxie

Director: Michael Cumming

Line Producer: Alicia Heale

VFX Company: MPC

VFX Producer: Sophie Hogg

VFX Supervisor: Jonathan Box

Colourist: Jean Clement

Sound Company: String and Tins

Sound Designer: Mike Bamford

Sound Producer: Sam Brock / Matej Oreskovic


W Songs (Warner Music)

Composer: Nick Crofts

Producer: Tristan Wilson

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