Background
The Olympic spring, the Lions battling for gold, the league running hot, and Finns on outdoor rinks. These are the moments that stick in the mind. Coca-Cola wanted to be where the ice is at its best: on indoor and outdoor rinks, at the core of the game – and of course, in the glass and on Outshine's digital screens!
Execution
Executed during weeks 7–8, the 'Best on Ice' campaign took over Outshine’s vertical digital screens across Helsinki with an ingenious idea: the advertising screens literally looked frozen. The visual solution made the execution captivating and perfectly suited for this snowy winter.
The ensemble combined Coca-Cola and the Finnish hockey fever into a powerful message: the best moments are born on the ice.
“For us Finns, enjoying the cold is a way of life. The best moments are born on the ice – in hockey as well as in other shared moments. That’s why in this campaign, we dove beneath the surface to explore what Finnishness, ice hockey, and Coca-Cola have in common. They are all 'Best on Ice'. As the winter frosts crackled, we celebrated the unique relationship between Coca-Cola and Finland with ice. The cold doesn't stop Finns – it’s a part of us. And Coca-Cola is involved in those moments that are born both on the ice and with ice. In this campaign, ice is the hero. It brings Finns together and enables the moments from which magical memories are born. These are the moments we at Coca-Cola want to continue enabling in the future,” says Joonas Kauppinen, Marketing Manager, The Coca-Cola Company.
Result
The campaign stood out in the cityscape and sparked conversation with its visual execution and thematic relevance. The frozen screens stopped passers-by and created a memorable image that linked directly to the season and hockey.
“This campaign was an exceptional project for us. It was great to see how a bold and visually strong execution took over the urban space and stopped people. The frozen screens attracted a lot of attention and discussion, and the seamless cooperation with the client was evident in the final result. It is a pleasure to implement such campaigns that live and breathe with their environment,” says Heikki Pennanen, Account Manager at Outshine.
Campaign Team:
