Category Outdoor
Subcategory Interactive and digital outdoor
Entrant agency Lahtinen Mantere Saatchi & Saatchi
Client Toyota Auto Finland
Brand Toyota C-HR
Product/service Car
Release date 12.08.2016
Advertising agency Lahtinen Mantere Saatchi & Saatchi
Production agency Sun Effects production company
Other agency V2B film production
Creative director Nazzareno Sifo
Account director Kauko Kyyrö
Art director Joona Mantere
Digital art director Ville Lempiäinen
Digital designer Eero Louhenperä
PROJECT MANAGER Patrik Liljebäck

Flow Festival is a major event on the global festival calendar, with international artists including Sia, Massive Attack and Iggy Pop. Forbes Magazine went so far as to question “Is this the world’s most cool music festival?” Yes. It's so cool that everyone visiting the Flow Festival pays a lot attention to their appearance and make sure everyone in the social media sees their presence at the event. One problem for the audience is that Flow festival is so cool that selfie-sticks are banned, also because they’re obstructive in crowded places. Knowing all this Toyota wanted to pre-launch its new car model C-HR at the Flow Festival. What you can do when a car brand wants to go among hipsters where nobody cares about cars?


We created the world’s biggest selfie stick, The Amazing Super-Selfie-Stick, a 17 meter tall hyper-real selfie stick, equipped with a giant 4 meter wide smart phone containing a super-zoom camera and huge screen. The stick was supported by a column that was covered with mirrors to make it invisible to the naked eye. It was situated on the Flow Music Festival so that revelers could capture their presence at the event simply by pressing a big red button on the selfie stick, with the vast crowds and stage and Toyota C-HR behind them. The actual selfie picture was an unseen SUPERSELFIE: a wide angle shot that zoomed into you and back. The Superselfies were published and shareable on the campaign site:

The Amazing Super-Selfie-Stick was the world’s largest Selfie-Stick - The Guinness World Record is reviewing it at the moment. The installation of the Amazing Super-Selfie-Stick at Flow Festival was in many ways the biggest real-life marketing event in Europe for the new Toyota C-HR. The Amazing Super Selfie Stick lured new younger target groups towards the Toyota. Because of the huge success the actual launch of the Toyota C-HR in the beginning of 2017 was scaled downwards in the Finnish market because the local pre-lauch activities were so surprisingly effective and the selling targets were met before the actual launch!