Have you ever heard of anyone successfully branding the weather? Well, now you have.
By tapping into the Finnish sense of national pride, Original Long Drink (colloquially known as “grey”) helped Finns see their notoriously grey weather from a new and appreciative point of view.
Together with the Finnish weather forecast service, we found out the statistical date for the greyest day of the year and then turned it into a national day of celebration. The campaign has been running since 2018.
Case study
The launch film had an English VO to invoke a sense of national pride that could be boasted abroad.
^ From Muse by Clio: “a print ad for this year's (2018) big shindig. There's some pretty choice copywriting here, from the Volkswagen "Lemon"-reminiscent "Grey Pride" header to the CTA-driven paragraph that begins, "There are many grey days in Finland, but only one can be the greyest." We know this translation exists just for ad promo, but whoever's responsible for this modestly mischievous copy deserves a hug.” – Awww, thanks!
The original (untranslatable) version of the headline was awarded silver for writing in Vuoden Huiput, Finland’s most prestigious award show.
Print ad for the second annual Greyest Day of the Year (2019). This time it felt like no words were needed. This was awarded silver in Vuoden Huiput (i.e. ADC*Finland)
“Tomorrow.” Print ad for 2020. Awarded gold in Vuoden Huiput (i.e. ADC*Finland)