BEST YOUNG CREATIVE OF 2022-2023
BY ART DIRECTORS CLUB OF EUROPE
CITY OF LAHTI
2021
"WASTED POTENTIAL"
MY ROLE
Creative concept design
Creative content strategy
GOAL
The City of Lahti aims to be a wasteless circular economy city by 2050, and at the moment 99% of the city’s household waste is already repurposed.
How can we tell everyone about this?
SOLUTION
We created Wasted Potential beer series in which each beer shares an important message of a wasteless circular economy. The campaign was launched through PR and across different social media channels.
The hero product that captured the World's attention was a beer made with goose poop. Something so weird that we knew would get everyone talking about Lahti.
RESULTS
255 earned media hits from radio stations to newspapers.
1.8M€ earned media value
+200 million people reached through PR
All beer sold out
Lahti included in the CNN where to travel 2022 list. First time ever.
"Breweries use so many wild ingredients that almost nothing is shocking anymore.So when new beer annoucment raises our eyebrows, you know it's pretty wild"
*PR-film