Narvi × Käärijä
PR Stunt
Big Bang on a Small Buck
In 2023 at the Eurovision Song Contest in Liverpool, Käärijä, Finland's representative, won the audience's vote but came second to Sweden's Loreen, creating a media sensation. Drawing inspiration from Käärijä's iconic neon green latex bolero and the well-known sauna truck that accompanied him to Liverpool, Ellun Kanat teamed up with emerging designer Leevi Ikäheimo to craft a sauna-themed neon green bathrobe bolero for the artist.
In just days, the design was brought to life and delivered, leading to a viral Instagram post just before the final. The post garnered thousands of comments and likes, making a small Finnish brand the European center of attention – all with a minimal budget and tight timing. In PR and creative marketing, small actions can yield big results.
![](https://freight.cargo.site/t/original/i/f98f5b24b771573e020326f5beee7808f7da269aa626fc4ed3324cf6e58bc394/Sauna-3.jpg)
![](https://freight.cargo.site/t/original/i/9d58cfe3b4d031d2f188a0d67f1f3fd5765c38a10aa82f30e2fca45fd94d6894/Sauna-4.jpg)
![](https://freight.cargo.site/t/original/i/12611d1940b36dfdad32f116415f796af98185c1706ccb403d71052ea0accfe6/Sauna-1.jpg)
![](https://freight.cargo.site/t/original/i/7c90eabb063b455eb69632721998833c10d0fe4c0157eeb9731817152311dbd9/kaarija_ekd_1.jpg)
![](https://freight.cargo.site/t/original/i/01c69f17c37dd55bac9640e54b76bcecec1fd560d85fc7d8ced54e5310ca323b/kaarija_ekd_4.jpg)
![](https://freight.cargo.site/t/original/i/dcc43040eca71e3683e1b09483bf1b99c7d072a7cde3bb614cebdd3079a34205/kaarija_ekd_3.jpg)
![](https://freight.cargo.site/t/original/i/c4b2cd877577e1b43d2a67c99a9d42211cc6e88fa85bba20ada1adc16fee7b09/Sauna-5.jpg)