Cannes Lions
ANR BBDO, Stockholm / ARLA / 2016
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When Arla started to produce organic milk, 1991, Sweden was a different country. 24 years later a lot has changed.
There’s a growing hatred in Sweden today. A hatred that excludes, separates and causes suspicion among people. But to meet hatred with hatred will never get us anywhere, so we decided to face it with love instead. To show off that side of Sweden, that we all can be proud of. A more open and tolerant country in many aspects, but also that Sweden is the country where the consumption of organic milk has increased the most in the world. We think that this is all connected. The foundation of a good, decent, and sustainable society is care and respect, regardless if it’s about certificated food, sexual orientation or the color of your skin. That is the Sweden we believe in, and we call that the country of organic milk.
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