Cannes Lions

TUSKA OPEN AIR METAL FESTIVAL

MIRACLE SOUND, Helsinki / FINNISH METAL EVENTS / 2009

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Note: 'Siks' means 'because' in Finnish, when said as 666, its translated as 'because, because, because'Eyes are said to be the window to a mans soul. Well, in Finland that is a dance called tango. It has been danced around Finnish summerfestivals since its first appearance in 1913 and is most beloved by members of the age group of 40+. Annual Tango-festivals (Tangomarkkinat) are real mass events in Finland, where new best tango talents are chosen to bear the crown of Tango Prince and Princess.Finland is also known for the liking of Heavy Metal and Hard Rock. As the biggest artists come to Finland, some of the biggest artists also come from Finland, like Apocalyptica, Nightwish and HIM.Tuska (Finnish for Pain or Agony) Festival is the single biggest heavy metal event in Finland, so it was only natural to combine Tuska with Tango, givin birth a new, beautiful song called Tuska-Tango.The song was played on radio and on the web. It also spread on e-mails around Finland. It was mentioned by Helsingin Sanomat, the biggest newspaper in Finland and discussed on Irc gallery, Imperiumi.net heavy metal fanatics´ messaging boards, both by metal fans and tango lovers, last summer it became the single most talked about song among the metal fans and simultaneously the most discussed radio ad within the industry.The complete song was used as the radio ad, but almost ran into trouble as most radio channels have ad breaks shorter than the song. This was another chance to prove that a good radio ad is not determined by its length, and the channels agreed to play the full song as a 'normal song' on their playlists.The song was cut down to a series of radio commercials to get played alongside the actual song, which worked out as a sold out festival and fame and fortune for the promoters.

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