Welcome to Lakula

Creative idea

When liquorice brand Kouvolan Lakritsi turned 120 years old, we wanted to celebrate in a way people would actually care about. We chose to honour our roots rather than ourselves by gifting our memeified hometown, Kouvola, a new name: “Lakula”, = literally The City of Liquorice. Road signs were replaced overnight, and the next day the mayor made it official. City symbols and official channels adopted the new identity. A playful gesture quickly took on a life of its own. By turning the whole city into a medium, we blurred the boundaries between PR stunt, civic participation and national news.

Brand name: Kouvolan Lakritsi
Advertiser / client: Kouvolan Lakritsi
Product / service: Liquorice
Campaign name: Lakula
Agency network: INDEPENDENT AGENCY
Agency: Nitro
Production company: Nitro Film
Agency chief executive officer: Tuire Huhta
Chief creative officer: Eka Ruola
Creative director: Eka Ruola
Art director: Roope Sandberg
Copywriter: Sini Teppola
Account director (agency): Maija Nikkonen-Hilli, Mari Männistö
Strategic planner / strategist: Saara Kemiläinen
Photographer: Oskari Hellman
Film production: Nitro Film
Director: Untamo Lehto
Director of photography: Untamo Lehto, Tuukka Lappalainen
Agency producer: Marika Tulivuori, Krista Uotinen
Additional company: Nitro: Helli Palmgren, Graphic Designer Jimi Paaso, PR Creative Vera Pohjonen, PR Specialist Tuija Näre, Media Specialist Johanna Aromaa, Project Manager Elina Skön, Digital Marketing Specialist Nitro Film: Tomi Nikulainen, Sound Designer Janne Sinkko, Editor Juha Raulo, Post Production Mare Ollinkari, Post Production Mika Suhonen, Sound Design/case film Client / Kouvolan Lakritsi: Timo Nisula, Principal Owner Santeri Nisula, Chief Executive Officer Juho Nisula, Sales Director Virve Ekroth, Operations Manager Siiri Druey, Marketing Coordinator Collaborator/City of Kouvola: Marita Toikka, Mayor of Kouvola Mikael Miilumäki, Marketing Specialist and Tourism Coordinator Charissa McCarron, Head of Communications and Marketing