CONCEPT & campaign design
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Finnair is the official partner of the Finnish ice-hockey team, and this year (2018) they wanted to get people involved to cheer on the team.
The ideaIn Finland, the Ice hockey World Championships is a huge deal. People follow it like a religion and the people involved becomes superstars. Not only the players, but also the coaches, show hosts, and above all, the commentators.
So how would it feel to be that one person you really admire, just for a day? By filming yourself commentating a moment out of your everyday life, you could win a trip to the Ice-Hockey World Championship, and meet the superstars of ice hockey. |
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To excite people to accept the challenge we got a few friends of the Finnish team "Leijonat" to help us. Mega fans and artists JVG, radio personality and television hostess Vappu Pimiä, and legendary commentator Antero Mertaranta did their own take on the challenge.
The top three was later selected by a jury. The winner of the competition was chosen by the fans by reacting to the videos on facebook. The campaign was very successful, and the finalist post alone got over 2600 reactions and 700 comments. |
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Art Director
Mya Rydman |
Copywriter
Sara Varjoranta/ Tero Karjalainen |
Project Manager
Piia Tuomola |
Agency
Mirum Agency Helsinki
Other related projects I've been part of
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HEAR THE TASTE
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EAST AND WEST
SIDE STORY Finnair |