Starring the rock legend Ian “Lemmy” Kilmister, milk film by Valio, a Finnish dairy pioneer, has won the Campaign of the Year award at the Effie Awards Finland, a competition honouring the most effective marketing communications ideas. The video was shared through social and editorial media reaching more than 33 countries around the world and it was seen by over 87 million viewers, which is an exceptional figure considering that no money was spent on its distribution.
Ian “Lemmy” Kilmister, the legendary frontman of the heavy metal band Motörhead, and Valio shot the milk commercial for international distribution during Motörhead’s visit to Finland in December 2015. Sadly, Lemmy passed shortly after the shoot.
“When we heard the sad news, we thought long and hard whether to release the film at all. When Motörhead’s other members urged us to share our memories of Lemmy, it became clear that we should share our time with Lemmy with the whole world – but with a different angle than the one originally planned. This was the right decision. In the end, the film never became a commercial, but a unique tribute. However, we are naturally delighted for receiving this award,” says Hanna Savolainen, Business Manager at Valio.
“Filming with Lemmy was a once-in-a-lifetime experience. I expected to meet a cosmopolitan, egotistical rock star, but instead he turned out to be a genuine, warm and considerate person. I think he was an ‘old-school’ rock star.”
Effie Awards Finland is a competition measuring the effectiveness of marketing communications, organised by the Finnish Association of Marketing, Technology and Creativity (MTL) as the Effie Awards partner in Finland. The Campaign of the Year receives the Grand Effie award.
Valio’s milk advert was also successful at the international Golden Drum marketing communications competition in 2016, winning the Grand Prix for films.
The milk advert starring Lemmy Kilmister is a retake on the 1990s hit commercial on Finnish television I don’t drink milk for the Dairy Nutrition Council and Finnish Dairy Association in 1997. The new version of the film was produced for Valio by advertising agency hasan & partners.