It seems there was a pent up urge among the public to learn old-style cow milking, albeit digitally. Since the launch of Milk the E-cow last week the Swedish cow has seen visitors from the whole world and its “highly disturbing” qualities have been a hot topic on Twitter.

Says Sara-Lee Rost, producer of cow-milking simulators and other things at Perfect Fools:
— Milk the E-cow is a campaign for ecological Keso, a cottage cheese from Arla. Ecological cottage cheese is of course closer to nature than your average cottage cheese, so we wondered ‘just how close to nature can we go on a website?’ The answer was: really, really close!

Were you ever afraid the cow would be difficult to work with?
—Not initially, but when we got to the farm it turned out the cow wasn’t really a team player. Things were a bit rough at first, but as soon as we got to know each other better we all got along just great!

Designer Alexander Radsby was responsible for making the cow look her very best in the campaign.
—Some retouches were made to the udder to make it appear smooth and touchable while still maintaining that natural look. I think the cow would be happy with the end result.

Many comments have been made about the realism of the E-cow but most people don’t have the first-hand experience of Cristoffer Övergaard, programmer and first cow milker at Perfect Fools. So what does it really feel like?
—Well, do I really have to explain that feeling? :)

Thank you!

Milk the E-cow here.

Perfect Fools’ Mark Chalmers and Tony Högqvist tag-teamed with Great Works’ Ted Persson for a Creative Social session at advertising festival Eurobest in Amsterdam last week. The talk, themed ’Digital is Dead’, took its own title literally, posing the question: if digital is dead, who is the murderer? By showing examples of some of their own mistakes they proposed that we should all learn from and stand up for our shortcomings. And that the biggest ‘digital’ sins are herd mentality, misuse of technology and siloed thinking.
Read more about Creative Social here and Eurobest here.

But Högqvist and Chalmers were not the only Fools on stage in Amsterdam. Foolishness was also represented by PF intern Sara-Lee Rost, who helped present the “Meet the Talents” session held by her digital alma mater Hyper Island. Sara-Lee joined several of her fellow Hyper students to talk about about “how the next generation of leading creatives will shape the industry.”