To show off its pure, uniquely filtered milk, Arla Cravendale’s new campaign, ‘As Pure As The Place It Comes From’, celebrates the simple joy of cows grazing in open pastures of luscious green grass.

The main spot features Rozalla’s iconic ‘90s dance banger, ‘Everybody’s Free’ sung by real Arla farmers who dedicate their lives to taking good care of their free-to-graze cows.

The film, directed by Sam Hibbard and produced by Somesuch, is supported by a nationwide out of home campaign, heroing Arla farmers and their cows with a ‘Free to graze’ tagline. The OOH and DOOH work will feature across iconic sites around the country including Waterloo station.