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.