The Valio Lavatanssit campaign was brought to life together with three of today’s top artists. ANI, OLGA and Ares each reinterpreted iconic Finnish classics in their own style, bringing the voice of a new generation into the cultural heritage. The artists teased the songs on TikTok throughout the spring and inspired users to create their own content with the tracks, resulting in millions of organic views for the campaign.
The songs debuted live at Tavastia Club at the Valio Lavatanssit event, an exclusive experience available only through a ticket raffle. The 120th birthday celebration got young people dancing traditional partner dances and rediscovering Finnish classics in modern reimagined versions. The dedicated Valio Lavatanssit Spotify playlist has already gained over two million streams, with some tracks climbing as high as number 30 on the Spotify Top list. The campaign continues to live, as the songs keep gaining more and more streams and the Spotify Canvas backgrounds remind listeners of the connection between the songs and Valio.
The 360 campaign resulted in a remarkable increase in interest in Valio. Over half of 18–24-year-olds said their interest in Valio has increased as a result of the campaign.
Songs created in collaboration for the campaign:
ANI – Katson autiota hiekkarantaa (original performer Katri Helena, 1979)
OLGA – Enkelin silmin (original performer Arja Koriseva, 1991)
Ares – Haaveissa vainko oot mun (original performer Riki Sorsa, 1985)