| Title | CHASING THE CLASSIC |
| Brand | VALIO |
| Product/Service | GOUDA CHEESE |
| Category |
D01. Use of Film |
|
Entrant
|
SEK / PART OF GREY Helsinki, FINLAND
|
|
Idea Creation
|
SEK / PART OF GREY Helsinki, FINLAND
|
|
Production
|
BRINK HELSINKI, FINLAND
|
|
Production 2
|
HUMINA Helsinki, FINLAND
|
Credits
| Anne Rusanen |
Oy SEK Ab |
Senior Creative |
| Ville Ohtonen |
Oy SEK Ab |
Creative |
| Jenni Komulainen |
Oy SEK Ab |
Junior Creative |
| Laura Mertano |
Oy SEK Ab |
Client Director |
| Ainoliisa Hieta |
Oy SEK Ab |
Project Manager |
Brief Explanation
Valio Salaneuvos is a classic Finnish gouda cheese. We brought to life the Salaneuvos (”secret chancellor”) character on the package in a 1960’s style TV spot ”Chasing the Classic”. What we didn’t reveal, was that the TV spot also hid a riddle, in a true ”secret chancellor” spirit. It wasn’t until after 4 weeks of airtime, when we announced that the TVC includes subtle hints and references to six 1960’s movies, from Dirty Dozen to Alfred Hitchcock’s Birds. The riddle encouraged film freaks to watch our advertising frame by frame over and over again.