Finlandia is a naturally pure vodka created in Finland. Key elements include Finland's glacier spring water, warm midnight sun and crisp six-row barley. The brand has traditionally advertised in glossy monthly lifestyle magazines as they felt this was the most effective way to connect with their young and urban target. We needed to present a viable alternative - familiarity in an unfamiliar context. An additional complication was that Finlandia does not have a UK based creative agency and copy is produced in the US!

Finlandia pride themselves on the purity of their vodka which is a culmination of the untouched nature of Finland. At the heart of the brand's essence is the purity and distinctive taste that's derived from its origins in this characteristic landscape. Key to this was the "midnight sun" and the 24 hours of sunlight that Finland experiences during their summer. The campaign objective was to communicate this purity as part of an awareness campaign.

The rail environment delivered the right audience and yet the setting was unfamiliar for a brand of this nature. We devised a corridor "wrap" at Euston station (a "media first") incorporating 20 escalator panels, five 6-sheets and an unmissable Highlight illuminated panel to "immerse" the commuter in a unique Finnish landscape. Our aim was to involve them in the journey through which the vodka is created and in so doing, allow the copy to highlight why it possesses its unique taste and purity. We offered to produce the creative for them in-house.

Commuters loved it, enthusiastically praising the advertising in voxpops shot on site. James Butler, Finlandia says "The Finlandia Vodka advertising campaign at Euston station was a media first for the brand as part of an increased advertising spend and through-the-line campaign. The creative expertise of Titan Outdoor allowed us to communicate the Finlandia brand assets in a manner that not only met our advertising objectives but surpassed them. The end result was a stunning visual achievement that fully utilised the available space."

This concept met the clients objectives shifting them outside of their traditional media choice demonstrating the effectiveness of outdoor media. A classic example of media creativity delivering an award winning solution.