Kuldmuna marks its 25th jubilee. Over the years, Estonia’s advertising elite has grown, and several strong layers of crème de la crème have formed around Kuldmuna. Bit by bit, we’ll strip it down to its core, taking you back to 1998—the year it all began and the foundation upon which everything continues to evolve. As we explore these layers, we realize that the past isn’t just history; it’s also the present. We exist in two parallel worlds—one where the Nokia 3310 was the pinnacle of innovation for Millennials and another where it’s a retro-chic fashion statement for Gen Z.

Collaboration with: Hundred Agency, creative director Anneli Nurk and copywriter Birgit Mones.