Tutti Frutti
Packed with fruity flavors, only from natural ingredients, Tutti Frutti is perhaps the most summery candy of them all. We wanted to associate the beloved candy mix with summer in everybody’s minds. The challenge? The campaign would go live in multiple markets.
Because of this, we decided to double down on aesthetics familiar to all. Analog photos and videos shot on early 00’s pocket cameras have become very popular in the recent years. Perhaps its a silent mutiny against all things digital and clinical, or perhaps its the nostalgia of mimicking the photo albums of your youth. Either way, they’re a great way to capture summer.
Social Media
We wanted the campaign to be right at home on everybody’s feeds. In the summer, everyone is filming and sharing highlights of their holiday shenanigans: reels, photodumps, My Days, and all that jazz. Spending time with friends, enjoying the warm weather, and sharing some sweets to boot.
All the material was shot on people’s favorite cameras, 35mm and Super8 film, phone, Instax, and a tiny early 00’s pocket camera. We created our own My Days and film diaries out of all the footage to bring those summer feels to your screens. Some more product-focused ads were added in the mix, too.
POS
The campaign was visible in stores all across the country. The POS material took good use of the polaroids we shot for the campaign. To increase sales, we had a raffle. And to tie the raffle as an integral part of the campaign, the prize was a Fujifilm Instax camera. Or actually multiple - prizes were given out at steady intervals.
The new proud owners of these cameras could then immortalize their favorite summer memories on film, just like in our ads.
My Role
As you might guess from the contents of this portfolio site, I’m an avid film shooter myself. Therefore it was my idea to jump on the analog hypetrain on this campaign, and shoot most of it on film, and in a this-is-from-your-photo-album kind of way. This would make the whole thing feel like it was shot by a group of friends, not a professional film crew, making it feel warm and relatable.
I was pretty set on the music having to be Finnish indie. This was hardly a challenge to sell to the others, as everyone agreed. We went through countless options by Amuri, Pastis, Iivari & Jääsalo, and others, before landing to Teini-Pää’s Ote Lipsuu. I’m really glad the band liked our vision and agreed to jump aboard.
The campaign was shot and directed by Juha Ilmari Laine. A nice addition to the campaign were the “3D” 35mm photos by my friend, Joona Möttö. These bring a surprising and dynamic element into the edits. I shot polaroids and some 35mm film during the day, too.
The shoot was one of my favorite days at work to date. The campaign was shot in the fall of 2022, when leaves had already started changing color and the nights getting cold. Despite having to rake some leaves off the cabin porch, the end result looks fantastically warm and summery. Really happy with the results.
