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Tuntematon Sotilas (the Unknown Solider), the latest reimagining of a staple of Finnish cinema, used a revolutionary advertising medium: milk cartons.


BRAND: The Unknown Soldier (Tuntematon sotilas)

AGENCY: hasan & partners

PRODUCTION: Elokuvaosakeyhtiö Suomi 2017 and Arilyn


Compelling pictures from the most expensive film ever made in Finland, the Unknown Soldier, were printed on the side of Valio milk cartons. Through the use of Arilyn, the milk carton transformed into a preview of the film. The campaign was updated with new material reflecting the events of the 100th anniversary of Finnish independence, Christmas and New Year. The experience featured interactive buttons through which users could watch the film's trailers or buy tickets to see the movie.

The campaign lasted for three months starting in October 2017 and was at the time, the biggest AR campaign ever seen in Finland. It was the first campaign to utilise retail product packaging as medium for AR.

Hasan & Partners designed the campaign; the Tuntematon Sotilas movie production company (Elokuvaosakeyhtiö Suomi 2017) provided the film material; Valio provided the milk cartons as a medium; and Arilyn effected the transition from print to AR.