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.

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 week, all organic with no paid media, plus high quality global news coverage across all five continents. This led to world wide fame for Valio and, for example, helped them to open doors for first ever meetings with Tesco.