Global dairy company Arla wanted to launch their product Arla Protein - a quark with 20 grams of protein - with a bang. (Quark for those who don't know, is kind of like cottage cheese.)

Anyway, Arla teamed up with hiphop-musician and judge in the popular Voice of Finland tv-show, named Elastinen, to be the face of the campaign. The copy Ela täysillä is a word play on his nickname ”Ela” and the sentence "live fully."

Elastinen’s Instagram and Facebook followers helped spread the word, too. Apparently it's been quite the success.

Client: Arla
Agency: 358 Helsinki
Country: Finland
Creatives: Antti Tähtinen, Ale Lauraéus, HP Savolainen
Photographer: Mikko Ryhänen / Kuvaamo Oy
Producer: Jenny Nyman
Strategist: Peter Barmer
Account manager: Kimmo Tupala


Leave a comment

about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.