The lick-hiker's guide to inner strength

Gold Award

Integration & Innovation

Content Ideas

Valio Oy

Finnish dairy brand Valio Gefilus contains one of the most researched bacteria, LGG, that supports your gut resistance. Because of European food legislation the benefits the product has cannot be advertised. To let it prove its power, Lonely Planet's Ian Wright, was asked to do what even toddlers know is forbidden: lick the dirtiest places in Europe. And drink Valio Gefilus.