Creative country promotion within a sporting event that cleverly used TV and social-media to show Estonian culture in a surprising way. Snow skiing in summer, flashmob, augmented reality on live TV.
We decided that there is a very good platform in terms of TV coverage, so we came up with main task – to present Estonian culture on the backround of the event in a surprising way, that fans have to turn their attention to it. To be so bold and creative that it would create organic social media exposure.
We took Estonian national epic hero Kalevipoeg (Son of Kalev) and with the help of technology brought it to the limelight.