Mother Nature is rather proud of Bill, the Arla Organic farmer. He has stuck to their deal in which she’d send the good stuff and he’d make milk using only what she gives him, even though it wouldn’t always be easy.

And Wieden+Kennedy London has found a way to make the organic story we’ve all heard before both interesting and compelling – narrated from Mother Nature’s point of view. The ad, for Arla Organic Farm Milk, the first branded organic product released in the UK by Arla, also highlights the mutual respect between Arla’s farmers and nature in a way that’s easy to assimilate and unlikely to be questioned.

Dan Norris, creative director at Wieden+Kennedy London added, “The image of Organic is fairly twee and quite far from the realities of being an Arla Organic dairy farmer. We wanted to capture the true relationship that exists between farmers and the visceral might of Mother Nature (who it turns out, is a scouser [comes from Liverpool: ed]).”

Charlotte Lawson, brand manager at Arla UK commented, “The creative team at Wieden+Kennedy worked hard to ensure that this film was true to the hard work our farmer owners put in every day. For example, we shot the ad on one of our Organic farms in Devon owned by Roger Lee– where three generations of the Lee family were on hand to make sure we accurately represented their vast organic farming experience.”

The 40 second TVC that went to air in the UK on February 20, is being supported by print, outdoor, and social.

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