The Winter of Finnish Lapland Remixed.

01 Project overview

Creating unique content for travellers about Winter in Finnish Lapland.

Category/Industry: Public sector & travel

Services: Concept design, film production, art direction, graphic design

Year: 2021

Partners: Petri Hannula

02 Challenge

House of Lapland reached out to us about creating unique winter material for their upcoming campaign. The challenge was that there was no time to shoot new winter content before the launch. All we had was an archive of winter material that had already been used.

03 Strategy

House of Lapland had a concept called Sound of Lapland that focused on creating stories around the soundscapes of Lapland. We wanted to take the idea further and remix the Winter of Lapland.

04 Creative Solution

We gathered a set of audio recordings, photos and video material from Lapland and started experimenting. It took time to find the right process and mood, but the resulting kaleidoscopic look with the remixed nature sounds came out perfect: true to Lapland and the idea of remixing.

05 Implementation

We created a brand film, some shorter versions, a song and set of stills that portray the contrasts of winter. To support the idea, we created an Instagram & Facebook filter so users could make their own remixes as well.

The resulting content challenged what travel imagery and content can be. As the results show, we succeeded in our task.

06 Impact

Social media reach: over 10.3 million
Google impressions: over 1.3 million
Filter impressions; over 9000; 220 filter uses between 23 October and 31 December, 2020
490 streams for the Remixing Lapland song on Spotify between 8 and 31 December, 2020
Potential reach for PR: over 16.5 million
30 000 site visits during the campaign for the Remixing Lapland site
Finalist at New York TV & Film Awards 2022

TEAM

Project lead & creative: Miikka Niemi
Project manager: Saila Wilhelmsson
Art Director: Toni Rantanen
Film director & editor: Toni Kauppila
Composer: Janne Airaksinen
Sound designer: Heikki Illlikainen
Photography: Adam Eronen Piper