W+K's Global Campaign for Finlandia

Finlandia Vodka has partnered with Wieden+Kennedy London to create a new global creative campaign. It is a real departure in look, feel and focus from previous Finlandia campaigns. With less emphasis on Finlandia’s heritage and composition, concentrating instead on what Finlandia represents, the brand hopes to create an entirely new world for its consumers through its ‘To the Life Less Ordinary’ campaign.

 

 

This new work capitalizes on unique imagery to build a fresh, alternative, premium look for the brand, not only referencing the vodka but also toasting the less ordinary life it showcases.

 

‘Finlandia’s new creative from Wieden+Kennedy will transform the brand from simply a product to a way of life,’ said Alexander Sneen, Finlandia Marketing Director. ‘Whilst we will continue to highlight the unique heritage and process of Finlandia, we’re very excited we now focus on what Finlandia represents. This will give our consumers a reason to toast the less ordinary aspects of life’.

 

 

The work is borne from the fact that, due to its unique blend of 6-row barley, glacial water and midnight sun process, Finlandia is a less ordinary vodka, produced in a less ordinary fashion, suitable for everyone open to embracing a less ordinary life.

 

Wieden+Kennedy London Executive Creative Director Tony Davidson says, ‘I like ideas that are rooted in a truth about the product. We wanted the work to remain Finnish, quirky and focused on nature; it’s called Finland-ia af ter all.’

 

To help build the Finlandia world, the campaign capitalizes on the photographic genius of Pierre Winther. Known for his unique and influential work in numerous fashion campaigns, including Diesel, Levi’s and Hugo Boss, Winther ’s shots have an inherent cinematic and slightly twisted quality, which help shape the alternative, premium brand look. He played an intrinsic role in crafting the brand world as well as shooting the images.

 

The creative draws on seasonality to bring the brand world to life. The suite of images includes Summer and Winter executions which will launch appropriately throughout the year. As Finlandia is doubling its investment in marketing for this campaign, the new work will feature in various guises in each of Finlandia’s markets. It will run across many media, including digital, outdoor, through the line, point of sale and events. Introduced in April 2013, there will be a gradual rollout across global markets.