Category A01. Fast Moving Consumer Goods
Entrant LUNDBERG & CO. Gavle, SWEDEN
Idea Creation LUNDBERG & CO. Gavle, SWEDEN
Production LUNDBERG & CO. Gavle, SWEDEN
Additional Company GEFLEORTENS DAIRY Gävle, SWEDEN
Name Company Position
Kristian Olsson Lundberg&Co Account Executive
Nils Vahlund Lundberg&Co Planner
Niklas Brodd Lundberg&Co Creative Director
Peter Svanberg Lundberg&Co Production Manager
Malin Ålander Lundberg&Co Social Media Manager
Elin Björkan Lundberg&Co PR Manager
Tommie Samuelsson Lundberg&Co Art Director
Anette Rensfeldt Lundberg&Co Producer

View Script

Write a short summary of what happens in the radio or audio execution or campaign.

We wanted to emphasize contextual fun with group-adapted communication. So, in this radio advertisement, Gefleortens Dairy allows their milk cows to sing along accompanied by heavy metal music. This is done as a mooing tribute to the metal genre and ultimately, milk. Being a proud local sponsor of Gefle Music Festival, they made the message clear throughout the whole campaign; milk is over 666 % better for headbanging than the festival favorite beer. As milk contains over 666% more protein than beer milk strengthens the muscles, which might also reduce the risk of injuries while headbanging. The advertisement aired on the radio between the 1st and 22nd of July.

Cultural / Context information for the jury

The milk cows of Gefleortens Dairy pay tribute to the metal genre and milk in a brutal musical meeting. The underlying message? We are where you are. Everybody in Gävleborg's County knows about Gefleortens milk cows and this is a way of being naturally more close to their customers by using humor as an eye opener; milk is for everyone to enjoy everywhere. The whole song, "Black Milk", was released on a limited edition vinyl; as well as on several digital platforms such as Youtube, Deezer and Spotify - just in time for Gefle Metal Festival which went on between July 19th - 20th.

Script. Provide the full radio advert script in English.

(Music) Mooings cows accompanied by heavy metal music. (Voice over saying): Milk by Gefleortens Dairy, proud sponsor of Gefle Music Festival.