Valio’s dairy products are sold in 27 countries, but actively advertised in only three countries. As part of Valio’s international strategy, the objective is to build international awareness for the house brand.

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.