MAGNUS WINTER photographs the ARLA campaign for TBWA Düsseldorf
ARLA FOODS is a Danish-Swedish dairy cooperative. Since back in 1952, Arla products have already been available in Germany. German farmers have been represented at Arla Foods since the fusion with Hansa Milch Mecklenburg-Holstein eG, headquartered in Upahl, northern Germany, since the beginning of 2011.
For ARLA and the advertising agency TBWA, MAGNUS WINTER photographed the campaign presented here. Responsible for production was Soup Film, and the two creatives on the job were Benjamin Jopen and Daniel van den Berg from TBWA Düsseldorf.
“It was a wonderful collaboration. The days we spent shooting in various locations throughout Düsseldorf and on cow pastures covered in dew in the Rhineland went quite smoothly and productively – despite an impressive daily work quota – thanks to the perfect organization by Soup Film and a great crew.” says photographer Magnus Winter.
The campaign film as well as first motifs are already online. The feather-light daily routine with a little touch of pleasure we all love so dearly… further motifs are apparently due to follow, since Arla – quite understandably – has selected more images than initially planned.
Responsible for business in Germany is Arla Foods Deutschland GmbH with headquarters in Düsseldorf. Production sites are located in Pronsfeld (Eifel) and Upahl (northwestern Mecklenburg) where the two cooperatives, within which the milk suppliers are affiliated and are also the co-owners of Arla, are based. In 2021, a good 1,570 German farmers were members of the Arla cooperative.
After studying Photography in Nuremberg, Magnus Winter made a home for himself in Berlin where he began working for magazines such as brand eins, SZ Magazine, Dazed & Confused, Zeit Magazine etc., followed by first advertising campaigns for OPEL and Berlin public transportation company BVG. In cooperation with music labels and several bands who are friends of his, he realized and produced various music videos. Having worked in all these different areas for many years, capturing people from so many different genres on film and in photos, Magnus developed his very own signature style and photographic language with which he authentically portrays people – whether musicians, politicians or models – for advertising campaigns.
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About MAGNUS WINTER
Living in berlin, Magnus WINTER has worked as a freelance photographer and film director since the late 90s. a look into his portfolio is like taking a long stroll on a sunny summer day. the liveliness and authenticity of his photographic idiom creates the moment of natural beauty that is so typical of his pictures. his camera's perspective is at the height of the model's eyes. this gives his pictures a direct contact with life. arnold worldwide, jung von matt, tbwa, mccann-erickson and other agencies value this positive outlook on his fellow man, as also do clients like bmw, daimlerchrysler, europcar, mcdonald’s, ramazotti, dazed+confused, brand eins [brand one] and wallpaper.
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