Friland are one of Denmark’s largest suppliers of organic meat products, committed to animal welfare since 1992. With an increasingly populated market, they needed to re-establish themselves as a market leader within their category. With a starting point in their name, we helped Friland take ownership of the danish word ‘Frihed’ (Freedom in English) arguably one of the most positive and powerful words after love and peace. We created a campaign to reinforce the fact that Friland cows were given more space and freedom than conventionally farmed animals. Cows were allowed to roam beyond the conventional limits of advertising spaces. Cows could walk out of web banners, from one digital billboard to another or even walk freely from one television commercial to another.
In collaboration with ZUPA