KELLO, JOKA KÄY SUOMALAISILLE (Award winner)
Concept design, Art Direction, Graphic design, Copywriting, Campaign design
Finns knew the Leijona (Lion) watch brand far too well ... nobody was interested. The brand imagery was dated – the image "a stuffy confirmation school gift". Leijona required a totally new brand positioning to help start a new era. The new target audience is a section of the Finnish population with attitude and a habit to growl occasionally.
We appeal to the Finnish team spirit and brawn – comparing it with "delicate foreign wimps". Here goes! Despite its roughness, its a feelgood campaign with a twinkle in the eye – and with high quality imagery, materials and website.
The concept was awarded a silver prize in the annual Finnish Advertising Awards competition in 2012 and what's best of all, the customer is very pleased with the brand's new energy.
Jussi Löytökorpi, Jouko Saari, Aino Ylinen