The concept was all about anarchy. The main target group was teenagers who are hard to reach by mass media. We wanted to become the talk-of-the-town by creating anarchistic guerrilla attacks that became among the most popular news in Finland in 2011.

· 2nd most read news article on Finland’s biggest news site in 2011· 37% of Finnish population was reached without any paid media· Targeted market share exceeded 100%· The campaign was the most successful campaign in 2011 AdProfit awards in Finland