As if cows on Swiss organic dairy farms didn't have it good enough already -- all that fresh air, mountain scenery, organic food and personal attention from farmworkers -- they can now get a massage at the touch of a button.
Bio Suisse (the federation of Swiss organic farmers) and agency Thjnk have installed a box at a mall in Zurich that lets shoppers set off an automatic massager, located at a farm 30 miles away.
A screen provides a live link to watch in real time as the cattle make their way towards the rotating brushes to luxuriate in the sensations that shoppers set in motion. As the film shows, the animals actively enjoy the "spa" experience provided by carwash-style brushes.
The instructions say, "Make the cow happy. And in turn, the cow will make you happy" -- a promise that is fulfilled with a free sample of milk for anyone who pushes the button. Thjnk's work is part of the ongoing "Everything Is Connected One Way or Another" campaign for Bio Suisse.