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TBWA\Helsinki Riffs Off Fearless Girl for Pet Store Musti & Mirri

Statue appears outside Helsinki’s central station - but there’s a bit of a tongue in cheek edge to the project

TBWA\Helsinki Riffs Off Fearless Girl for Pet Store Musti & Mirri

A mysterious statue popped up outside of Finland’s central train station towards the end of last year to the intrigue of passersby. 

The statue was in fact part of a marketing initiative by TBWA\Helsinki for pet store Musti & Mirri. The brand landed a new, coveted store space in the heart of Finland’s capital, but advertising space to promote the new location was all taken up and time was running out to make the most of Christmas sales. 

So, perhaps inspired by Fearless Girl - but with a tongue in cheek tone - TBWA\Helsinki placed a statue of a dog, stretched out and staring up, in front of the train station, which has been emblazoned with four statues of men for more than 100 years. 

When the city council instructed Musti & Mirri to remove the statue due to it being a danger to pedestrians walking past, the brand jokingly clothed the pooch in a high visibility vest.

The project received widespread coverage in Finland, reaching over 6 million people and gaining earned media worth over €260,000.

Check out the case study video below for more info. 

TBWA\Helsinki has history of intriguing campaigns for Musti & Mirri - last year the agency launched a loyalty programme specifically for dogs. Read more about that here.
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Brand: Musti & Mirri

Creative Agency

Creative Agency: TBWA\Helsinki

Category: Retail and restaurants , Retail stores

Genre: Experiential , PR