“We’ll be honest. When we woke up this morning, we really didn’t expect to be crying over a duck today.” 
Metro UK

“While the idea that something called Donald Duck magazine could have a crucial role in the life of your kid may sound ridiculous to us, turns out Donald Duck is HUGE in Finland.” Fast Company

Donald Duck is Finland’s most subscribed weekly magazine. It’s a cultural icon that has taught generations of Finns to read, and parents subscribe to it for their children from a very early age. The brand’s main challenge is to keep this bond alive for as long as possible, hence the tagline Never grow up.

The ad swept Finnish award shows and eventually even made its way all the way up to Bob Iger, the CEO of Disney. And while his feedback never made it back to us, the fact that a man who makes US$200,000 a day took 2 minutes of his to see it speaks volumes.