How a Beer Brand Saved An Iconic Part Of The City

Campaign idea

Being the beer most associated with sauna and real, authentic things, Karhu reacted immediately. On the day the news of the neon light’s retirement, Karhu offered to help, in order to save this iconic landmark. Neon lights are vanishing rapidly, which gave even more reason to preserve the old. A neon light bender was found, one out of few remaining benders in Finland. With their help, we decided to repair the old sign and document the process in detail. All of this was done to fortify Karhu’s link with all things real and authentic, but most of all, sauna.

Brand name: Karhu beer
Advertiser / client: Sinebrychoff
Product / service: Karhu beer
Campaign name: Karhu Kotiharju sauna
Agency network: INDEPENDENT AGENCY
Agency: hasan & partners, Helsinki
Additional company: Sinebrychoff, Koski Syväri, IUM Finland
Production company: Koski Syväri
Creative director: Mikael Nemeschansky
Art director: Ossi Honkanen, Antti Kaarto
Copywriter: Kari Puumalainen, Jaakko Utter
Account director (agency): Gustaf From
Client account director: Alexander Sneen , vice president marketing
Pr director: Saara Torri, communications manager / hasan & partners
Photographer: Kimmo Syväri
Film production: Koski Syväri
Director of photography: Pasi Järvenpää, Juho Norokytö
Agency producer: Producer: Konsta Kettunen / Koski Syväri
Post production: Editor: Rickard Stolpe / Koski Syväri
Digital creative: Niklas Nabb
Additional company: Account manager: Carolina Högnabba / Sinebrychoff: Nella Lämsä senior brand manager, Johan Jakobsson category marketing director, Henna Mertsola communication and innovation director / IUM Finland: Sanni Karvonen, Katri Laitinen, Timo Lausala