MINISTRY FOR FOREIGN AFFAIRS OF FINLAND

Brave enough to ride

Client: ThisisFINLAND
Agency: Lucid Helsinki
Director: Viivi Huuska
DOP: Max Smeds
Executive producer: Saara Salama
Producer: Roope Nevander
Mixing & Additional Sound Design: Bighouse

When the Ministry for Foreign Affairs comes knocking you open. When the Ministry comes knocking, handing over a brief, you invite them in and offer them your best scotch. The brief? A hobby horse-themed Christmas campaign. Random? Sure. But what we created was even weirder.

We established #braveenoughtoride, a campaign featuring the top designers of Finland including Tebian, Liisa Riski and Ivana Helsinki and created a streetwear collection. A hobby horse-themed collection with rare drops released in true streetwear spirit during one month and one month only.
We even went as far as creating an online store and all marketing material including a film directed by the eponymous Viivi Huuska.

The campaign ran globally in twelve counties through social media, influencers and PR agencies. And did we mention the online how to-website for hobby horse enthusiasts from all around the world?

Didn’t think so. It’s about as weird as it gets. Right up our alley.