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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Can You Kiteboard Across the Gulf of Finland in 100 Minutes?

23/10/2014
Advertising Agency
Helsinki, Finland
49
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Hasan & Partners hires daredevil to break record for DNA 4G campaign

To promote its fast 4G network in an inspiring and engaging way, Finnish telco DNA challenged a kite-surfer, who had never before braved the deep oceans, to cross the icy Gulf of Finland and smash a world record on his wind-propelled board.

As part of its “100 Minute Challenge” campaign, hasan & partners designed the challenge to not only promote DNA’s network speed, but to highlight its constant efforts to provide a fast and reliable infrastructure.

Daredevil Juuso Tilaéus kite surfed the 80km from the Estonian city of Tallinn to Helsinki in just over two hours – 60-minutes faster than the previous record-holder – and the same time that it takes for passenger ferries to make the crossing.

Juuso braved icy and unpredictable waves across the Gulf in order to harness the region’s infamous Eastern wind, which blows strongest for just two weeks every year. He suffered from cramp and was barely able to move on arrival.


Mikael Nemeschansky, creative director at hasan & partners, says: “As DNA challenges itself to be the best in its field, we decided to test someone from a totally different field to exceed themselves. We waited for two months for perfect seas, but they never came, and our kite-surfer Juuso Tilaéus had to push himself beyond normal limits in very challenging conditions – exactly how DNA manages its network every day.”

Juuso Tilaéus explained: “I knew it would be really difficult, but I would never have imagined it would be so tough. The water was freezing, the waves were bigger than me, incredibly powerful and physically demanding.  When I finally saw the shoreline of Helsinki, I felt incredibly relieved.”

As Juuso came ashore at Pea Island in 120 minutes and 26 seconds, he was met by residents following the hashtag #100minuuttia. His record-breaking adventure can be viewed here.

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