GLOBAL – FINLAND, MARCH 22, 2013 – Helsinki-based creative agency hasan & partners has unveiled a ketchup-inspired digital and experiential campaign for Felix, the international sauce brand.
To celebrate fifty years of Felix in Finland, renowned British pop artist Nathan Wyburn was commissioned to take up a week-long residency. While encased inside a pop-up studio, in central Helsinki, Wyburn will paint portraits of passersby using the brand’s tomato sauce.
Felix Facebook fans were invited to upload a photograph of themselves and each day ten lucky people had their personal portraits painted in Finland’s favourite condiment.
In addition, fans received a time-lapse movie of their ketchup painting being committed to canvas. On completion, both picture and video was posted on their personal Facebook pages.
The campaign was also upported online by a YouTube masthead and a Facebook log out banner, and was being promoted offline by in-store gondola ends.
Mikael Nemeschansky, creative director at hasan & partners, said: “The ‘Sauce of Inspiration’ campaign is designed to give something back to Felix’s devoted Finnish fans. Nathan is an innovative artist who creates personal and entertaining masterpieces, there’s no more original way to celebrate fifty years of Felix.”
Wyburn shot to fame in 2011 on TV’s Britain’s Got Talent with his portraits of celebrities, royalty and media moguls created using everyday items including toast, coffee, sugar, chocolate, fake tan and toothpaste.
