Don't Tell Martti
A totally secret & totally viral campaign for world peace
2017
An awareness and fundraising campaign, whose viral success was based on an insight on the media habits of an 80-year-old Nobel Laureate.
Case study
The campaign was created for Crisis Management Initiative (CMI), an organisation that mediates peace talks in the world's crisis areas.
The campaign's idea was simple: let's set up a national fundraiser for CMI as a secret birthday gift for its founder, Nobel Peace Prize Laureate and former President Martti Ahtisaari and keep it a secret from him until his birthday celebrations. He's not on social media, doesn't read news online and his staff was in on the secret. No one told Martti anything for the duration of the campaign. That's 56 days of secrecy.
Campaign film
Like all the campaign materials, the film was designed for digital channels. The film sets up the premise of a secret fundraiser by showing top politicians and peace mediators planning a group gift on WhatsApp. The charming premise made it an instant viral hit.
The campaign film featured the President's son, Marko Ahtisaari; CMI's Executive Director, Tuija Talvitie; Former Minister, presidential candidate and UN Undersecretary General, Elisabeth Rehn; and Former Minister, presidential candidate and UN representative, MP Pekka Haavisto,
The campaign website followed the donations in real time. The original goal was to raise funds for 5 rounds of peace negotiations, which by CMI's estimate cost 40,000 € each. Progress was measured in number of rounds, symbolised by olive branches on the website.
The campaign ended up raising funds for more than 15 rounds of peace talks.
An exception to the campaign's digital-only rule was made when Ahtisaari travelled abroad during the campaign.
Screen 1: "President Ahtisaari is travelling abroad today, so our secret is safe"
Screen 2: "There's still time to join in on the secret group gift!"
Screen 2: "There's still time to join in on the secret group gift!"
The grand surprise took place at Ahtisaari's 80th birthday reception. The big moment was streamed online.
My role: Creative, Copywriter
Client: Crisis Management Initiative
Client: Crisis Management Initiative
Agency: Miltton
Production agency: Cocoa
Director: Juho Konstig
Producer: Pauliina Teirikari
Production agency: Cocoa
Director: Juho Konstig
Producer: Pauliina Teirikari
Acknowledgements for this project
ADC*E Silver, Integration & Innovation, 2018
EMEA SABRE Awards Gold, 2018
Winner, Finnish Comms Awards, 2018
EMEA SABRE Awards Gold, 2018
Winner, Finnish Comms Awards, 2018
Honorable mention, Best Social Media Campaign, Grand One Finland, 2018
Honorable mention, Best Integrated Media Campaign, Grand One Finland, 2018
Honorable mention, Best Integrated Media Campaign, Grand One Finland, 2018
Silver Award (Campaigns), The Best of Finnish Advertising and Design 2017
Campaign of the year, Markkinointikollektiivi, 2018
Silver Effie (Media), 2018
Silver Effie (Business Challenge), 2018
Bronze (Innovative Use of Social or Community), Eurobest, 2017
Finalist (Interactive), Eurobest, 2017
Best Viral Campaign, European Excellence Awards, 2017
Jury's Excellence Award for the Best Campaign, European Excellence Awards, 2017
Campaign of the year, Markkinointikollektiivi, 2018
Silver Effie (Media), 2018
Silver Effie (Business Challenge), 2018
Bronze (Innovative Use of Social or Community), Eurobest, 2017
Finalist (Interactive), Eurobest, 2017
Best Viral Campaign, European Excellence Awards, 2017
Jury's Excellence Award for the Best Campaign, European Excellence Awards, 2017
