| Golden Drum 2017 | ||
|---|---|---|
| Branded content and entertainment | Live experience | Silver Drum |
Advertiser: Vr
Brand Name: Vr
Product/service: Railway Traveling
Campaign Name: Men Of Rock
Country: Finland
Agency: Tbwa helsinki
Agency Network: Tbwa Worldwide
Executive Creative Director: Jyrki Poutanen
Art Director: Pia Grekula
Copywriter: Ville Ohtonen
Designer: Venla Mäkitiura, Sanni Salminen, Sirpa Lamberg
Client Account Director / Manager: Taneli Mattelmäki
Film Production: Tobias Andersson, Tuukka Laitinen
Digital Strategist: Simone Bocedi, Janni Widerholm
Other Credits: Ella Komulainen (project Manager)
Juhana Hokkanen (head Of Creative Technology)
Jeroen Van Hove (chief Data Officer)
Nea Astala (data Analyst)
Mark Stroman (svp Sales & Marketing, Mcghee Entertainment)
Piia Lindroos (marketing Manager, Livenation)
Creative idea explanation:
VR (Finnish Railways) had received constant negative publicity for years. Both traditional media and people on social media liked to point out trains being late, price increases etc. When VR heard, that KISS was coming to play in Finland, it reacted by doing the unthinkable: it let heavy metal fans paint KISS masks on Helsinki’s most central sight, the Men of Rock statues, which are also the widely recognized symbol of the VR brand. The stunt was covered by all major newspapers, radio stations and TV channels. And overnight everybody was talking about VR–but in a positive tone.