The Metavursti

Agency: SEK


Finnish food house HK® is known especially for its classic products, such as sausages HK Sininen Lenkki® and Aitonakki™, which have risen to a legendary status among Finns. Now HK® wants to update its traditional image and reach new target groups, while building on its long legacy and passion for taste.

The metaverse is a virtual playground that offers brands a whole new dimension to experiment with – so we decided to go where no other Finnish food brand had gone before and claim HK’s status as a Finnish food legend in the virtual world. We did this by bringing HK’s mettwurst – Finland’s favourite cold cut – into the metaverse as a series of NFTs.

The Metavursti (“Metawurst”), an everyman’s NFT, was born. We created five virtual NFT-mettwursts based on real HK products. They are auctioned for the starting price of a regular package of mettwurst, 0.002 ETH, and were launched with an epic play on the cliches of the tech world.

NFTs available on OpenSea:

This professional campaign titled 'The Metavursti' was published in Finland in March, 2023. It was created for the brand: HK, by ad agency: SEK. This Digital and Experiential media campaign is related to the Food industry and contains 2 media assets. It was submitted about 1 year ago.


Advertising Agency: SEK, part of GREY, Helsinki, Finland
Lead Creative: Samuel Räikkönen
Creative: Laura Syväniemi
Motion Designers: Gabriel Boicel, Lauri Tiainen
Motion Producer: Salla Ryynänen
Communications Consultants: Essi Orama, Julia Ruuskanen, Sara Pitzén
Project Director: Alexandra Jokinen
Account Director: Mari Saluri

Mackenzie Pharm...


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.