Arla Introduces Icelandic Yogurt With Charming Tale of a Town With One Phone

Dougal Wilson Directs Spot Promoting Skyr Brand to Europe

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Wieden & Kennedy London called on the services of director Dougal Wilson (veteran of the John Lewis ads and so known for getting charming performances out of kids) for its client, dairy giant Arla, to introduce the Icelandic yogurt brand Skyr to Europe.

The beautifully filmed spot tells the tale of a remote Icelandic town with only one telephone back in the '60s. A young boy is charged with delivering telephone messages to the townspeople, battling snow and ice to deliver the content, sometimes mundane (laundry ready for collection) and sometimes momentous (a refused marriage proposal). He's kept going by bowls of Skyr yogurt.

The 90-second TV commercial launched in the U.K. yesterday before rolling out in additional markets including Germany and the Netherlands. It will be supported by outdoor executions using work by the British photographer Andy Sewell, as well as a series of three short documentary films featuring modern day Icelanders. From the doorman at the oldest bar in Reykjavik to one of Iceland's toughest female cyclists, they explain to viewers about Skyr, the dairy product they grew up on.

The product is made from skimmed cows' milk following traditional Icelandic methods, which is claimed to result in "a delicious, silky texture that is low in fat, reduced in sugar and naturally high in protein," according to the firm.

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About

Credits
Date
Apr 19, 2015
Agency:
Wieden + Kennedy London
Client:
Arla Skyr
Director:
Dougal Wilson
Creative Director:
Adam & Dave
Creative Director:
Larry Seftel
Copywriter:
Thom Whitaker
Copywriter:
Danielle Noel
Art Director:
Thom Whitaker
Art Director:
Danielle Noel
Executive Creative Producer:
Tony Davidson
Executive Creative Producer:
Iain Tait
Agency Executive Producer:
Danielle Stewart
Head of Planning:
Beth Bentley
Planning Director:
Theo Izzard Brown
Planner:
Rachel Hamburger
TV Producer:
Matthew Ellingham
Creative Producer:
Michael Winek
Production Company:
Blink
Director:
Dougal Wilson
Executive Producer:
James Studholme
Line Producer:
Ewen Brown
Director of Photography:
Karl Oskarsson
Editorial Company:
Final Cut
Editor:
Joe Guest
Post Producer:
Julie Evans
VFX Company:
MPC-LA
VFX Supervisor:
Bill McNamara
Flame Artist:
Tom Harding
VFx Producer:
Julie Evans
Titles/Graphics:
MPC-LA
Music and Sound Company:
Alex Baranowski
Composer:
Alex Baranowski
Sound Designer:
Anthony Moore
Producer:
Becs Bell
Mix Company:
Factory
Mixer:
Anthony Moore
Art Director:
Toby Moore
Art Director:
Selena McKenzie
Copywriter:
Toby Moore
Copywriter:
Selena McKenzie
TV Producer:
Greg Hemes
Production Company:
TrueNorth
Editorial Company:
WracK
Art Director:
Kelly Satchell
Head of Design:
Karen Jane

See more credits

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