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Posted by Frida Gullichsen on 9.7.2018
Frida Gullichsen
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The most expensive film ever made in Finland, the Unknown Soldier, is an iconic film based on the book of the same name. Pictures from the movie were printed on Valio milk cartons and through the use of Arilyn, the milk cartons transformed into a live preview of the film.



Client The Unknown Soldier (Tuntematon sotilas)
Agency hasan & partners
Production Elokuvaosakeyhtiö Suomi 2017 and Arilyn
Media Surface Valio
Awards Grand One 2018 – Most successful campaign

The campaign lasted for three months starting in October 2017 and was at the time, the biggest AR campaign ever seen in Finland. It was the first campaign to utilise retail product packaging as a medium for augmented reality. And it turned out to be a huge success and exceeded all expectations from the get-go.

The campaign updated with new material reflecting the events of the 100th anniversary of Finnish independence, Christmas and New Year. The experience featured interactive buttons through which users could watch the film's trailers and straight links to buy tickets to see the movie.

Hasan & Partners designed the campaign, the Tuntematon Sotilas movie production company (Elokuvaosakeyhtiö Suomi 2017) provided the film material, Valio provided the milk cartons as a medium and Arilyn affected the transition from print to AR.

The campaign got an award for being the most successful digital campaign of the year 2017.

Topics: Case study Consumer goods Movies

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