21 March is a day when our faces, regardless of sex, nationality or beliefs, are smiling. And though we spot the signs of the coming spring much earlier, it is not until that day that we feel we are symbolically leaving the ice-stricken land to violently enter the world of colours and fragrances.
We decided to use this festival of omnipresent joy as an excuse for a surprising action that opened, for journalists and bloggers, the doors into the world where life is extraordinary.
The action was carried out as part of a new, global image campaign of Finlandia® Vodka. It was prepared by one of the world’s best creative agencies – Wieden+Kennedy London. Organised under the slogan of „To the life less ordinary” the campaign constitutes an extraordinary combination of unique visual elements with the life celebration concept.
We decided to use this festival of omnipresent joy as an excuse for a surprising action that opened, for journalists and bloggers, the doors into the world where life is extraordinary.
Selected magazine offices and bloggers, on 21 March, received extraordinary mail. Boxes, with dimensions 1m x 1m x 1m, contained red and blue helium-filled balloons. Each of the balloons had a ticket attached to it with phrases that were supposed to inspire the recipients to undertake simple actions that will break the everyday routine and will make their lives less ordinary. When the recipients opened the boxes, the balloons flew out of them into the air.
On the same day, there were posts on FB thanking for the mail and on Instagram one could see photos illustrating this extraordinary event.
