The Finnish Brewery's new film was produced by Cocoa and follows Kimi, AKA 'The Iceman', plunging into a frozen pool and finding an ice cold crate of gin
Finnish brewery Hartwall is famous for its special made alcoholic beverage the ‘Original Long Drink’. Now Hartwall wants to spread the joy of Finns’ favourite drink all over the world.
Together with the Formula One driver Kimi Räikkönen, marketing agency Bob the Robot and production agency Cocoa a brand film was made and released on the 9th of November.
Long drink is a Finnish RTD made of artisan gin and grapefruit soda. It is also often called the national drink of Finland. Originally, it was produced for the 1952 Olympic Games in Helsinki. As Finland was expecting many tourists and the modest city had few bars, it was crucial to be well-prepared for the almost certain rush at bars. Helsinki needed a ready-made bottled drink which could be served immediately. And so Hartwall Original Long Drink was born. In fact, it was the first cocktail in a can globally. As the drink gained a lot of popularity during the Olympics among Finns, it was put on sale after the Olympic Games.
Nowadays Original Long Drink is one of the most popular and loved alcohol beverages in Finland – somewhat of a national icon.
Bob the Robot created a marketing concept for Original Long Drink called “Live Original, Drink Original”. The thinking behind the concept was the following:
The word original has many meanings. One is being the first, the earliest form of something. Original is never a copy - rather it's something from which copies may be made. Original also means something unique and unusual.
Hartwall Original Long Drink truly lives up to its name. Original is a drink for those who walk to the beat of their own drum. They don't do original things for the recognition. They do them because it's the only way they know how to live.
So Live Original, Drink Original is the essence of the brand in a nutshell. In order to bring this to life, In January 2017, Hartwall and Kimi Räikkönen released a cooperation agreement set to last for several years. Räikkönen is one of the most well-known Finns around the world and he is also a huge fan of Original Long Drink. What is more, Räikkönen is famous for his own original, somewhat cold, performing style which has led to him getting the nickname “Iceman”. Who better to take our message, “Live Original, Drink Original”, forwards than Räikkönen?
The campaign film was shot in northern Finland, close to the Arctic circle. The film shows Räikkönen’s personality outside the racing tracks in his favourite setting, Finnish nature.
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