Suomalaiseen suuhun sopivat,
Suomessa tehdyt suosikit.
Us Finns love candy. We love candy a lot. And the things we love, often get many nicknames. It seems that everyone has a certain word they use for candy. Some are more common than others, and some cause a lot of debate. We collected candy words from our networks and combined them all into one campaign.
Karkki, mässy, mäty, kompiainen, märsäke.
The aim was to highlight the Finnish origin of Fazer candies. We wanted to do it by bringing forth all the words for candy and placing the products in very Finnish-looking environments.
Influencers
Kelly Louise Killjoy was perhaps the best influencer we could have gotten onboard for the campaign. Known for her witty videos poking fun at all the Nordic languages, she took on the challenge of creating something for us.
In her video, each country is asked for their words for candy. Finland, the odd one in the group, astonishes everyone else with their myriad names: karkki, mässy, mäty… and Fazer.
My Role
This was a campaign we worked on with the whole team. We brainstormed together with other creatives to come up with the concept and the tagline, and on ways to make it fit for social media.
We created the concept and guided the whole production. Tonto Helsinki was in charge of the video production, and Juhana Mikkanen animated the end card.
I especially love our tagline, which has a double meaning. The candies are a great match for Finns’ mouths as they are loved by everyone, but also because we have so many different names for them.
