As Iceland’s journey in the FIFA World Cup came to an end this week, The Brooklyn Brothers have enlisted the hugely popular Icelandic football supporters club, Tólfan, to form a choir. The group sings ‘Kalinka’, a Russian love song to thank the host nation as part of the introduction of Isey Skyr in Russia. The launch campaign, kicked off by this thank you, will then be live for six months in the Russian market.

Skyr is a traditional Icelandic cultured milk product, which has been made and enjoyed in Iceland for over a thousand years. The brand Isey Skyr is both the best-selling Skyr in Iceland and also the Official Nutrition sponsor of the national football team. As of July, the product will be available in stores across Russia.

The campaign will appear across digital, OOH, experiential and in-store at point-of-sale and already the film has received over 1.9 million views online. The Brooklyn Brothers were the lead creative and strategic agency for this activation in Russia and the campaign ‘Born in Iceland. Shared with you’ is the first work created by the agency for Isey Skyr.