Reyka is a small-batch Icelandic vodka struggling to gain a foothold in the US.
Our task was to take a small budget and make noise on social media. By chance, we discovered Fridrik Ingvar Ingamundarson (his real name), an Icelandic man living in the US.
We made Frikki our unofficial Icelandic ambassador, and used him bring Reyka into a variety of cultural moments. For example...
Euro Cup 2016: Reyka vs. Grey Goose
In June 2016, Iceland's football team shocked the world by qualifying for the UEFA European Championship.
In advance of the quarter-final match with France, Reyka issued a friendly challenge to a French vodka brand. We weren't allowed to say it's name, but their logo is an off-white waterfowl.
This video was written and shot in less than 24 hours, so we could air it before the match.
Sadly, our team didn't win.
But Icelanders always keep their word. See our response.
Happy Holidays Iceland (Live)
For Christmas 2016, we decided to say "Gleðileg jól" or Happy Holidays, to everyone in Iceland. Individually.
There are 4,512 first names on Iceland's official naming registry. In a two hour Facebook Live video, Frikki gave his holiday wishes to each and every one of them.
In Iceland, they don't get much light. So they have to make the most of it when it comes.