Creative Director / Copywriter
Client
Husqvarna
Year
2022
Role
Executive creative director & copywriter
Agency
Prime Weber Shandwick
Happy Birthday from Earth
The Mars rover sings itself Happy Birthday every year, alone, on another planet. For its tenth, 100,000 robotic mowers on Earth sang back.
210M
Earned reach
8.2M
Views of the launch film
+300%
Visitors to Husqvarna.com
Front page
Of Reddit
Most awarded
Campaign, Guldägget 2023
Campaign of the Year
PRWeek Global Awards 2023, one of four wins
Situation
Husqvarna’s robotic mowers had been in gardens for thirty years and most people had never heard of them. The Mars rover Curiosity, meanwhile, sings itself Happy Birthday every year, alone, on another planet.
Idea
For its tenth, Husqvarna sent an app update to 100,000 robotic lawn mowers on Earth that reprogrammed their alarm modules, and at the same moment, all over the world, they sang back. NASA was called first, and said yes.
Nine months later Harry Styles did the same thing in a music video. We’ll take it.
Outcome
ZDNet, the front page of Reddit, the Swedish morning news. 8.2 million views of the launch film, 210 million earned reach, and three times the visitors to Husqvarna.com. Campaign of the Year at the PRWeek Global Awards, and the night Prime became Sweden’s most awarded agency.
“This gave me literal chills, like legit not even an exaggeration, this is so awesome”
The launch film: a mower in a garden in Sweden, 5 August 2022
“God, that video made me tear up.”
On The Project, Network 10, Australia
On Nyhetsmorgon, TV4
“Somehow this restores my faith in something. Not sure what.”
Nine months later
Nine months after the campaign, Harry Styles released the video for Satellite: where a robot on earth finds a connection with Curiosity on Mars. We’ll take it as a compliment ; )
Credits
Director
Simon Jung
Production
Rio