The ad is set to the famous Great Escape music, with Anchor’s free range cows (and a duck and a sheep) mooing along to the theme tune. The objective is to communicate Anchor’s free range positioning, given that there cows are free to roam 365 days per year. This is part of an integrated campaign supported by national TV and press.

We took April the 1st, and all of its traditional foolery, and created an execution in which spoof Google Street View images of Anchor cows roaming through the streets of London (which had allegedly been caught on Google's cameras whilst recording their forthcoming advert) were seeded to flickr.

Comments later added to the flickr image pages linked through to Guardian coverage which revealed that the images were actually an April Fool's hoax. It served as the perfect execution to articulate Anchor's free-range message and emphasise that their cows are free to roam, whilst delivered in a channel that had been shown to be effective in reaching our audience.

• In excess of 60,000 image views in only one day – April 1st 2009.• Free media coverage on national news websites, including the BBC, Guardian and MTV.• (Awaiting further results).