We were commissioned to create engaging content for Celsius's newest flavor launch, “Orange Rush.” After a creative process of ideas, we decided to stage a campaign in which we would make the Swedish people believe that Celsius had placed a huge, 20-meter-long jar in the middle of central Stockholm using a helicopter. The campaign would include two teaser films and a reveal film. In the first teaser you see a transport helicopter flying over Stockholm rooftops, and in the second you can see the large jar hidden under a Celsius-branded skylight. In the grand finale, the new flavor was revealed when the skink was pulled away — “Orange Rush”.

How did it go then?

The campaign was an instant success! Within just three days, it reached 1.6 million views. People were so engaged that they even visited the spot where the jar was alleged to have stood to see if it was still there. We had succeeded — more than 10% of Sweden's population had seen our campaign and the customer was overwhelmed by the result.