A TRIBUTE TO THE ONE AND ONLY LEMMY KILMISTER
| Title | A TRIBUTE TO THE ONE AND ONLY LEMMY KILMISTER |
| Brand | VALIO |
| Product/Service | VALIO MILK |
| Category |
A01. Fast Moving Consumer Goods |
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Entrant
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HASAN & PARTNERS Helsinki, FINLAND
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Idea Creation
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HASAN & PARTNERS Helsinki, FINLAND
|
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Idea Creation 2
|
VALIO Helsinki, FINLAND
|
|
PR
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THE HONEY PARTNERSHIP Reading, UNITED KINGDOM
|
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Production
|
HASAN & PARTNERS Helsinki, FINLAND
|
Credits
| Jussi Lindholm |
hasan & partners Oy |
COO |
| Eka Ruola |
hasan & partners Oy |
ECD, CEO |
| Jussi Peso |
hasan & partners Oy |
Production AD |
| Jonna Ilvonen |
hasan & partners Oy |
Account manager |
| Ville Ahtiainen |
Red W |
Talent coordinator |
| Hanna Savolainen |
Valio Oy |
Marketing manager |
| Hanna Hiekkamies |
Valio Oy |
SVP, Marketing |
| Mirva Tollet |
Valio Oy |
Category manager |
| Elli Siltala |
Valio Oy |
CMO |
| Markus Virpiö |
Also Starring |
Director |
| Salla Tuomi |
hasan & partners Oy / hasan motion |
Producer |
| Jani Kumpulainen |
.. |
DOP |
| Anita Hyppönen |
hasan & partners Oy / hasan motion |
. |
| Julia Salmenoja |
hasan & partners Oy/ hasan motion |
Production coordinator |
| Antti Lahtinen |
.. |
.. |
| Mika Vuorinen |
.. |
.. |
| Karri Pöykiö |
.. |
.. |
| Iiro Leskinen |
.. |
.. |
| Olli Kukkonen |
.. |
.. |
| Valtteri Rajamäki |
.. |
.. |
| Jukka Honkanen |
hasan & partners Oy/ hasan motion |
Editor |
| Jukka Eggert |
.. |
.. |
| Ronaldo Camilo |
.. |
.. |
| Pasi Mäkelä |
James Post Oy |
.. |
| Minna Valjanen |
.. |
.. |
| Heikki Ukkonen |
.. |
.. |
| Minna Rönkkö |
SEK & Grey |
.. |
| Vellu Valla |
Also Starring |
.. |
| Julle Salminen |
Also Starring |
.. |
| Markus Virpiö |
Also Starring |
.. |
| Mark Terry-Lush |
The Honey Partnership |
Partner & managing director |
The Campaign
We created a remake of an iconic Finnish dairy commercial from the 90’s where a rugged man walks out from a bar and states that he has never drunk milk and never will. And it shows. We shot exactly the same scene, but with an international icon, Lemmy Kilmister of Motörhead.
Execution
During post-production we heard the very sad news of Lemmy Kilmister’s untimely passing. After the tears and sadness, we chose to turn the ad into a tribute, and launched a PR engine to get the message across. We chose three media outlets to launch it first: Buzzfeed, Guardian Online and FastCompany. The PR was supported with a social media campaign through FB and Twitter for influencers. The coverage links were amplified and shared.
We got more than two million views within a few days, all organic with no paid media, plus high quality global news coverage in 33 different countries across all five continents reaching audience over 87 millions. Earned media value was 7,8M€, so for every 1€ spent we got it almost 100 times back. This all led to worldwide fame for Valio and, for example, helped them to open doors for first ever meetings with Tesco.
The Situation
High risk international ‘tribute’ for Lemmy Kilmister, who passed away after shooting a film for Valio, Finnish dairy brand.
Two month lead time turned into one week turnaround, but insight and careful treatment captivated global audience.
Film was supported by global PR and social campaign to honour an icon. No paid media, due to respect for the late legend.
Working with management, sensitive messaging and considered social strategy was agreed. The tone was set by tailored exclusive stories for Buzzfeed, Guardian and Fast Company. Story went viral within hours and was applauded globally as a fitting tribute to a legend.
The Strategy
The idea was to create a surprising video with viral potential and to launch it internationally with extensive PR. The target audience was wide: consumers and decision makers from a variety of countries. We put the PR emphasis on countries where Valio’s products are sold.