Fibre-packed yogurts. Fibre is one of those things that more of could probably benefit everyone but is never going to induce wild excitement. And that’s exactly the hand that Wieden + Kennedy has played – in its own inimitable way.

Because Arla has created a range of yogurts in which the fibre is unnoticeable. The thing that people would rather was invisible in our lives, actually is now. And that’s one of those life quirks that W+K has deftly made engaging. Because fibre isn’t.

“Insight shows that fibre is generally considered to be brown, bland and boring. Based on this, it was important that we worked with Wieden+Kennedy London to create an engaging and memorable advert that clearly communicates Arla has created a great tasting, convenient source of fibre,” noted James Quayle, brand manager, for Arla Fibre.

So Arla has been given an ad that presents fibre for people who can’t be fussed with fibre.

The TVC is directed by Jake Dypka and produced by Independent Films, with VFX from Time Based Arts and sound courtesy of 750mph. The campaign will also be supported by digital, social and print advertising.

Credits:

Agency: Wieden & Kennedy London
Creative directors: Carlos Alija & Laura Sampedro
Creatives: Alexandra Sattlecker & Linda Weitgasser
Executive creative directors: Iain Tait & Tony Davidson
Group account director: Nick Owen
Account director: James McHoull
Account managers: Vicki Sinclair & Vicky Mockler
Planners: Georgia Challis & Rachel Hamburger
TV producer: Sam Rendle Short
Business affairs manager: Becky Day

Production company: Independent Films
Director: Jake Dypka
Producer: Simon Eakhurst
Director of photography: Patrick Meller
Editing: Toby Conway-Hughes @ Marshall Street Editors

VFX: Chris Aliano @ Time Based Arts

Music & sound company: 750MPH
Sound designer: Sam Ashwell

Producer: Mary-Ann D’Cruz

Client: Arla UK
Client approval: James Quayle