Happy Birthday from Earth

Creative idea

Though well-known in Sweden, Husqvarna battled outdated perceptions and low brand awareness. To highlight its tech prowess without talking about battery life and other product benefits, we leveraged the humanizing trend of robotic lawnmowers. Robotic lawnmowers top the list of products we tend to humanize. Research confirms that attributing human traits to robots boosts their perceived advancement. Inspired by NASA's Curiosity Rover, we seized an opportunity to give Husqvarna’s lawnmowers something unique; a voice to sing “Happy Birthday” to their lonely robot friend on Mars. Through a software update, we united thousands of Husqvarna owners in a global event – a chorus of 100,000 lawnmowers showcasing Husqvarna’s technological advancement.

Brand name: Husqvarna
Advertiser / client: Husqvarna
Product / service: Automower® Robotic Lawnmower
Campaign name: Happy Birthday from Earth
Agency network: McCann
Agency: Prime Weber Shandwick, Stockholm
Additional company: Husqvarna Group, Diktator
Production company: Diktator
Web address: https://www.happybirthdayfromearth.com/
Executive creative director: Carl Ewald Jannerfeldt
Creative director: Petter Lublin; Sanna Landaboure Lengholm, Creative; Isak Landaboure Lengholm, Creative
Art director: Fredrik Moberg
Copywriter: Kasper Moss
Account director (agency): Leif Geiger, Client Lead
Media director: Hanna Clason, Media Manager; Daniel Wahström, Integrated Media Specialist
Strategic planner / strategist: Sebastian Stüben; Axel Tesch
Agency producer: Renée Lorenius
Additional company: Husqvarna: Karin Tångstedt, Global PR Manager; Björn Mannefred, Software Design Manager; Johanna Englert, Global Brand and Communications Manager; Jonas Eklöf, Communications & Content Director; Elin Moritz, Vice President, Marketing EPAC; Johannes Karlsson, Digital Marketing; Linda Lindqvist, Product Manager Automower® Connect & Smart Home