Angry Birds Takes Aim at High Fashion

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Matti Matikainen / MVphotos / Polaris

Teija Vesterbacka, the wife of Rovio CMO Peter Vesterbecka, wearing an Angry Birds dress during a reception arranged by the president of Finland.

Consider it the latest crossover between high fashion and brand awareness. After all, there’s little other excuse for Teija Vesterbacka, the wife of Rovio CMO Peter Vesterbacka, to attend a black tie event held at the Finnish Presidential Palace last night in a gown that… well, looks like it’s part of an entirely unexpected Angry Birds promotional campaign, really.

The couple was attending the annual independence day celebration, the Castle Ball, which hosts around 2,000 guests and is broadcast on national television. While it’s possible that many of the guests in attendance wouldn’t have recognized the red bird’s profile on Mrs. Vesterbacka’s dress, it’s unlikely that those watching at home would have made similar oversights. As far as advertising campaigns go, it’s certainly cost-effective: We’re all talking about Angry Birds again, and all it took was somehow convincing Mrs. Vesterbacka to don a dress inspired by a cellphone game.

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Graeme McMillan is a reporter at TIME. Find him on Twitter at @Graemem or on Facebook at Facebook/Graeme.McMillan. You can also continue the discussion on TIME’s Facebook page and on Twitter at @TIME.