The seemingly innocent ad had a satanic twist and went viral.
"From the first moment we saw little ‘Lucy’ in the family section of the newspaper, we knew that it was going to be an instant classic. In the following days, as ‘Lucy’ went viral and the worldwide reaction grew, its success was even more than we had anticipated and hoped for. This one will surely stay in the viral grapevine for a long time to come and the festival will be remembered for an advertising campaign that was both controversial and fun. Just as we wanted." Roger Glassel, ELMSTA 3000 Festival Manager.
Saatchi & Saatchi Stockholm Executive Creative Director Gustav Egerstedt commented: ”We have worked with this client for 8 years and every year we try to push the work a little further. The festival's yearly theme is always part of the brief and this year's theme ”Evil kids”, was rich territory. It quickly lead us to a bunch of strong and scary ideas. But in the end the little baptism ad was without doubt the most interesting one. We were also intrigued with the media strategy coming with it and knew we had to see it through."