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.
