• by Larissa Faw , December 11, 2018

Nordic's Hartwall's Long Drink is celebrating the country's grey weather.

The Greyest Day of the Year campaign, developed with agencies Miltton, Bob the Robot, Dagmar and Lataamo, worked with meteorologists to identify Nov. 17th as the greyest day of the year and then declared the day a new holiday and national event. 

The campaign included a concert at Alla Sea Pool, next to the presidential palace in Helsinki that served Hartwall's Long Drink among guests that included local celebrities and musicians. The company also partnered with BilleBeino clothing brand to create a grey line of clothing in celebration of the day.