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Wisconsin truly is America’s dairyland. With approximately 9,600 dairy farms and over 1.27 million cows, Wisconsin’s dairy industry is the pride of the state and the foundation of its economy. Wisconsin’s rich farmland, optimal climate conditions and dedicated dairy farmers are key to producing the best milk in the world. To celebrate this natural resource for the nonprofit Wisconsin Milk Marketing Board, Madison-based advertising and design agency Shine United designed a three-part poster series. Titled “Land of Goodness,” it shares the bounty of dairy through enchanted and unexpected scenarios.

A train loaded with delicious cheese drives through the countryside; tractors and trucks haul milk to be stored in giant glass milk bottles in town; and logging trucks rigged with colossal sticks of butter meander through farmland. A simple line of copy encourages viewers to “Discover the Land of Goodness.” Portland-based illustrator Jeff Foster brought these concepts to life and paid homage to Wisconsin’s dairy heritage with his nostalgic illustration style. The posters paint a captivating, magical portrait of the strength and importance of Wisconsin dairy for both the state and the nation.

shineunited.com

jefffoster.com

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