Back in 2021, we launched a comprehensive 360 campaign based on Lambi’s brand renewal we had done prior to this. Now was the time for the next step: a new set of brand assets that would help Lambi further build on the emotional connection to get consumers engaging with this low-interest category that is tissue paper.
The assets each hero a person and the lamb. The person is the same, but her age changes from one story to another, depicting future generations, and the relationship that develops between her and the surrounding nature.
The person and the lamb live in contrasting worlds – city and forest. As one moves, the other one follows, symbolising the connection between them. In the end, the two always come together.
The films and key visuals were shot in Tallinn and a forest managed by Metsä Group in Nummi-Pusula. The campaign is being aired in 9 languages across 8 different European markets. This resulted in a whopping total of 225 different film versions.