Who would've thought that Maxima's honest, bold and humorous reply to Prisma’s image campaign would stir up such a storm? All it took was finding the right spot in the city. Our spontaneous answer lit up the Kristiine LED-screen for just 3.5 hours before it took off on social media. It wasn’t long before other brands joined in, the media buzzed and—just like that—the internet was broken.
