This month the long, dark Finnish nights have been made a little bit brighter as stories of everyday Finnish strength have been projected onto buildings and landmarks throughout the country.
The messages are part of a new campaign from W+K to promote Arla Protein, a campaign that celebrates the Finnish quality of 'sisu', which encourages Finns to stay strong against all that January can throw at them.
Protein products are usually aimed at the gym-bunnies amongst us but, whilst it takes a certain strength to lift weights whilst wearing lycra, it also takes strength to wait at a bus-stop when it's -18 degrees out. It takes strength to figure out how to actually assemble the complicated ab-crunching machine you got for Christmas. Hell, it takes strength to fight through snow drifts for months, only be plagued by mosquitos when the hot weather comes.
Stories of Finnish strength also form the basis for the striking OOH campaign which will be live for the next few weeks and this is amplified across Twitter, Facebook and Instagram via the #PSYSLUJANA hashtag (#STAYSTRONG).
Two winters ago January, Jalo Koskinen fell into the Baltic Sea while walking his dog. He was able to climb back out, but the sea had taken one of his shoes. So he dove back in to retrieve it.
Eat Arla Protein and Stay Strong, dog walkers of Finland.
Avant garde Art
A student of from the Helsinki University of Art and Design, was once invited to show his work at the modern museum of art in New York City. The night before he was to ship his final project, the janitors found it, mistook it for a piece of scrap metal, and threw it into the recyclable bin. He went on to become one of Helsinki’s most renowned artists, but he still has to guard his work from the janitors.
Eat Arla Protein and Stay Strong, aspiring artists of Finland.
Emilia from Turvo has been reading Hugo’s Les Miserables in its original French, she only has 674 pages left to go.
Eat Arla Protein and Stay Strong, Emilia.
In an effort help him reach his weight loss goal, Heikki Marttila’s daughter has given him an “ab-crunching machine” for Christmas. Heikki hopes to have the machine assembled by March.
Eat Arla Protein and Stay Strong, resolution makers of Finland.
Early last autumn, two business associates were riding a crowded train to work when the train shifted and one of them was forced to place his hand on the other’s backside for stability. Rather than pull away and draw attention to the hand, the second man remained perfectly still until his colleague had regained his balance. Neither party has spoken of the incident since.
Eat Arla Protein and Stay Strong, public transport users of Finland.
In January of 2011, a stuffed panda named Gustaf was lost on the Helsinki underground. He was reunited with his family 3 months later at the Eira metro station, but he was no longer the Gustaf they knew.
Eat Arla Protein and Stay Strong, stuffed toy lovers of Finland.
Eventually the snow will melt. And then will come the mosquitos.
Eat Arla Protein and Stay Strong, Finland.