Many spears have been thrown, much cabbage has been eaten and many balls have been deflated, since the first “OK Supports Sports” film premiered in 2011. So far, the campaign has resulted in no less than 17 OK films - all of them with M2 behind the camera. The OK universe has expanded the last couple of years - in addition to the TV-commercials, there’s now a wide range of digital and social media content surrounding OK. The marketing journey has turned OK into market leaders, and secured them an impressive brand awareness score of more than 95 procent.