How to get millennial female’s attention with ice cream brand and find a way to fill social media influencers Instagram-feeds? Well, create an experience that is so sweet it’s impossible not to instagram. We combined two millennial trends: Staycation and FOMO (Fear of Missing Out). Then we designed a world’s most instagrammable ice cream hotel room, a dreamlike space dedicated entirely for enjoying and experiencing our new ice cream. A room so sweet you simply could not miss. To boost the fear of missing out, we opened it only for limited 6 months time.
Experiential advertisement created by Grey, Finland for Valio Jäätelöfabriikki, within the category: Food.
Creatives: Heli Roiha, Annu Terho
Creative Director: Mikko Martikainen
Producer: Anette Michelsson
Client Director: Laura Mertano
Planner: Jesse Pitkänen
Video DOP: Jaakko Slotte
Video editor: Vesa Tiukkanen
Interior design: Studio Plenty, Anna Pirkola, Kirsikka Simberg
Additional credits: Otto Kilpiö, Essi Orama, Tea Ijäs, Krista Keinonen, Aino Laakso