CAMPAIGN-I: Private Surf - WCRS's creative director, Leon Jaume, experiments with online music composition at the Swedish website fjallfil.com

Given that the web caters for every foible going - and Lord knows, I have foibles - you may find it perverse that my current favourite is singularly lacking in Ducatis, in-form steeplechasers or wine merchants who deliver within the hour.

Given that the web caters for every foible going - and Lord knows, I have foibles - you may find it perverse that my current favourite is singularly lacking in Ducatis, in-form steeplechasers or wine merchants who deliver within the hour.

Indeed, when I tell you that my favourite website is, in fact, the official site of the Milko Company, one of Sweden's largest dairy firms, you may think I'm not taking this entirely seriously.

However, under this bland title are pleasures as unexpectedly diverting as finding an exocet launcher in a Volvo, for here you will discover the magical singing cow.

Our bovine balladeer is a master of three diverse musical styles: hip-hop, disco and metal. (Imagine Aerosmith and Run DMC being joined by Gloria Gaynor for Walk This Way and you'll get some idea of the spectacular eclecticism of this beast.)

The real joy of the site, though, is that, within these musical styles, you get to put together your own promo and song. You are given a choice of nine video clips covering pretty much all the fancy moves in each genre and nine vocal variations.

Admittedly, these are variations on a strictly rationed lyrical theme.

Well, let's be frank, he can only say 'moo'. But this, I feel, is entirely in keeping with the vital integrity of being a cow, despite also being male. And when you cop his range of metal moos, from a surly, Lemmy-like 'muh' all the way to a thrilling, quavering Plant-esque falsetto, I'm sure you won't begrudge his skimping on the poetry.

There is also a selection of effects, which give you various riffs and swirls within each piece. All you have to do is assemble this lot in any order you like to create a 30-second track with video. There are even prizes for the best, although you have to pretend you're Swedish if you want to qualify.

Being the gentle, understated souls they are, the Swedes don't force you to plough through endless guff about the deliciousness and nutritiousness of milk to play.

If you really, really want to know the full extent of Milko's membership (4,500), its annual turnover (3 billion Skr) and most unpronounceable participating province (Harjedalen), it's all here. But you don't, do you?

Instead, go straight to the cow, download and dance, baby.



www.fjallfil.com

Owner: The Milko Company

Site positioning: Encourage internet users to interact with the Milko brand

Launched: Unknown

Developed: In-house.



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