Looking to shed its vanilla reputation and currentize the Men of Rock statues that serve as advertising spokesmen, VR made sure that each of the four statues received KISS masks. Huge, 3-D KISS masks. Talk about going from 0 to 80 in six seconds.
The stunt coincided with the iconic band playing in Helsinki a week after the masks went up. Naturally, the other men of rock visited the train station to see the masks and asked that the masks tour upcoming KISS expos worldwide.
TBWA\Helsinki created the campaign.