Title	MAKERS OF ORGANIC MILK
Brand	VALIO
Product/Service	VALIO LUOMU
Category	A06. USE/CURATION OF IMAGE(S)
Entrant Company	BOB THE ROBOT Helsinki, FINLAND
Advertising Agency	BOB THE ROBOT Helsinki, FINLAND
Media Agency	VIRTA HELSINKI Helsinki, FINLAND
Production Company	LEFT & RIGHT Helsinki, FINLAND

Name	Company	Position
Anu Igoni	Bob The Robot	Creative Director
Helmi Korpinen	Bob The Robot	Creative
Ilkka Uotila	Bob The Robot	Strategist
Mikko Rummukainen	Bob The Robot	Producer
Mikko Kalso	Bob The Robot	Digital Creative Director
Kenneth Nylund	Bob The Robot	Developer
Jonathan Ben/Ami	Bob The Robot	Designer
Ulla Lesevic	Bob The Robot	Designer
Perttu Saksa	Perttu Saksa	Photographer
Kirsi Pärni	Left/Right	Producer

Creative Execution

The organic cow portraits were taken on three different organic farms, totaling 16 portraits with about 3-5 cows from each participating farm. In addition, the project was documented during the 6 month portrait shooting period with 'behind the scenes' episodes posted on Valio Luomu's brand website via YouTube and shared on Valio's Facebook page. Once the portraits were completed, the gallery of stunning cow portraits were published on the first day of National Organic Food Week both online in Valio Luomu's website within a gallery page as well as Finland's biggest train station as a physical gallery.

We wanted to show consumers how organic cows have faces, names and personalities. And that they are happy animals living the good life. This is exactly what the hundreds of comments on Facebook portray and the portraits have successfully brought the makers of organic milk closer to consumers looking into buying more organic food. The online gallery gathered thousands of visitors and generated hundreds of Facebook likes for the organic milk makers themselves in the portraits. The campaign was launched very recently, and as such there is no sales data available for review.

A big glass of Finnish organic milk. Who made it? Was it Valio, the biggest dairy company in Finland? Or was it one of Valio's dairy farmers from a small village? Well, in a sense both - and neither. It was one of these fellows. Maybe Ihqu or Ilmi or Stifo. They are the real makers of Valio's organic milk. In organic farms, every cow is treated as a person. Every cow is given a name and known by name. These cows are the faces behind organic milk. Unfortunately, urban people don’t see those faces often enough. And that is why the cows deserve their portraits to be taken by one of the best photographers in the country.