Cannes Lions
TBWA\PHS HELSINKI, Helsinki / KAUPPALEHTI / 2008
Overview
Entries
Credits
Execution
Instead of printing the name Kauppalehti on the cover of the daily, the words 'I'm alive' were printed with the same typography.
Outcome
The stunt got widespread attention: a lot of discussion took place on a variety of discussion forums and in other media. Everyone knew what had happened and what the message was. This had a significant effect on the brand esteem and sales began to rise.
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