Have You Spotted Cravendale's Mystical Moonicow?

Milk brand Cravendale has launched its comical new campaign, created by Wieden+Kennedy London. The film tells the story of the mystical ‘Moonicow’, whose presence in Cravendale Falls has been felt for generations.

London-based music production company, Soviet Science, composed the spooky soundtrack with music supervision from W Songs (Warner Music). Soviet Science’s founder and creative director, Scuta Salamanca, comments, "The script and performances are so strong, it was always going to be a great project. But what made it so exciting and appealing musically was that the agency were looking for a slightly spooky murder mystery style soundtrack using a Theremin (an electronic instrument you don't actually touch when you play it). It was even invented by a Soviet inventor (Léon Theremin) in the 1920s, so you know…it was a natural fit for us!"

A specialist Theremin player, one of the few musicians in the world to play the instrument, was brought in for the project. Notably the instrument has been used in various movie and TV soundtracks, most of which have a thriller/horror element to them, which has led people to associate the sound with eerie situations. Scuta adds; "It also pops up in rock music from time to time - most famously on The Beach Boys’ 'Good Vibrations'."

He further comments, "The greatest challenge was that technically the instrument is in the same range as the human voice, so we had to be careful. The aim was to set the scene, to enhance the performances rather than overpower them and to ultimately lure you into this bovine fantasy/reality."

The film forms part of a campaign that will appear across print, online, social and TV.