Vodka brand Finlandia is harking back to its Finnish routes in its latest global campaign, exploring the Nordic ‘land of the Midnight Sun’ through magical realism in print, social, digital and TV.
The work, dreamed up by Wieden+Kennedy London, examines the fact that in Finland, the sun doesn’t set for 72 days during summer. Graded in rich tones of green and enhanced by the enchanting sounds of the forest, the TV ads reimagine Finnish plants opening in the sun to reveal the tropical fruits of the vodka’s new Flavours range, such as coconut and grapefruit.
The films were directed by Pete Candeland and produced by Electric Theatre Collective, while the print work was produced by Wyatt-Clarke+Jones.
The global campaign aims to drive awareness of the fruity offering by educating consumers on new mixes, such as the Fin & Tonic (Finlandia Grapefruit and tonic) and the Kokos Pineapple (Finlandia Coconut with pineapple juice). It will go live throughout August and September across the US, UK, Russia, Czech Republic and Canada.
“In a superficial vodka market, Finlandia flavours are all natural,” said Anders Stake, creative director at Wieden+Kennedy London. “Rather than rely on imagery of young twenty-somethings enjoying a night out in a nondescript bar, we wanted to bring to life the natural tasting Finlandia Flavours in a way only the brand could.
“We went back to the source and embraced the natural landscape of Finland to create a world of magical realism, where everything the midnight sun touches causes the land to flourish and come to life; a shorthand for the effect Finlandia flavoured vodka brings to any simple mixed drink.”