Celsius: The Orange Rush launch

Celsius · 3D and animation, Social media

We made Sweden believe that a 20 metre can had been flown into central Stockholm by helicopter.

The job

Celsius was launching a new flavour, Orange Rush, and wanted content people would actually talk about. Not one more product film in the feed.

The idea

We asked ourselves what makes someone stop in the middle of scrolling. The answer was a lie, told with a wink: that Celsius had placed an enormous, 20 metre can in the middle of central Stockholm, and flown it there by helicopter.

How we did it

We built the campaign in three parts, so the curiosity could grow. First a teaser where a transport helicopter flies in over the rooftops of Stockholm. Then one where the can stands hidden under a Celsius cover. Finally the reveal, when the cover is pulled off in front of people in the square and the new flavour is shown. The can and the cover were made in 3D by our own team, and for the launch we also made the product films.

The result

An instant hit. 1.6 million views in three days, and more than ten per cent of the Swedish population saw the campaign. People went to the spot to see if the can was still there. That is the best review an idea can get.

Midnatt delivers at a high creative level, with a strong feel for both channel and audience. We at Celsius are very happy with the collaboration.

Thanks to Celsius for the trust, and for daring to try something new.