The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2019 One Show - Branded Entertainment

The Unknown Platform

Agency hasan & partners / Helsinki + Elokuvaosakeyhtiö Suomi 2017 / Helsinki + SF Studios / Helsinki + Arilyn / Helsinki

Client Elokuvaosakeyhtiö Suomi 2017
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Annual ID

OS_BE19099M

About the Work

We aimed at creating the biggest phenomenon for the centenary celebrations in Finland. The objective was to attract 700 000 spectators for the movie in a country of just 5,4 million people. The Unknown Soldier movie broke all box office records. In a country of 5,4 million people it sold over a million tickets and became the most watched Finnish film in over 50 years and the most watched film in the country for 20 years, beating Star Wars’ and Bond movies. In order to stay within its production budget and to generate more visibility for the movie, the new Unknown Soldier launched an exceptional branded content platform for brands in Finland. We turned the world upside down. Normally brands use movies to help market their products. We made brands market the movie, turning it into a phenomenon and then creating a bigger impact for their involvement.