Original Long Drink
Light Range Launch Campaign
How do you launch a long-awaited and much-requested Light range? With attitude, emotion and a distinctly Finnish point of view.
The concept presents a portrait of a nation that isn’t made of sugar ( Ei tässä olla sokerista tehty. ). Life in the North has never been shaped by easy conditions, yet Finns have always known how to enjoy the moment when the opportunity arises. A little rain, wind or cold is hardly a reason to stop — after all, we’re not made of sugar.
The campaign captures glimpses of Finns spending quality time together, completely unfazed by whatever the weather brings. The focus stays on the people, their energy and the feeling of the moment, while the weather simply sets the scene.
Bringing it all together is an interpretation of JVG’s “Tarkenee” by one of Finland’s most recognisable pop artists, Paula Vesala, giving the campaign its emotional and well known soundtrack.
Team
Anssi Halkola - Copywriter
Hermanni Kanerva - Art Director
Ilkka Uotila - Strategist
Tomi Salo - Designer & Jr Art Director
Kati Myllykangas - Project Manager
Maija Silamo - Client Lead
Toni Tiusanen - Creative Director
Sami Joensuu - Film Director
Svante Gullichsen - Photographer
Production Company - Pictures Helsinki
