Tom of Finland Movie - "#IAMTOMOFFINLAND"

Bob the Robot

Bob the Robot Helsinki, Finland

Awards

7019

Brand: Tom of Finland Movie
Country: Finland

Advertiser: Tom of Finland Movie

Title	#IAMTOMOFFINLAND
Agency	Bob the Robot
Campaign	#IAMTOMOFFINLAND
Advertiser	Tom of Finland Movie
Brand	Tom of Finland Movie
Posted	November 2017
Business Sector	Advertising & Communication
Philosophy	To get the whole of Finland talking about the upcoming movie about the late Finnish gay artist Tom of Finland, we gave people tools to express their support for basic human values - and those of the movie: Courage, Love and Freedom". 20 Finnish A-list celebrities volunteered to participate in the campaign. They were photographed in the style of Tom of Finland’s art. The celebrity images were accompanied by a bold #IAMTOMOFFINLAND text to invite everyone to stand up for courage, love and freedom. The audience was given a chance to take part with an easy-to-use image generator: one could take a selfie and turn it into a piece of Tom of Finland art. Since a major part of communication and self-expression happens via virtual channels, Tom of Finland movie needed its own emojis. To spice things up, the emojis used for flirtation and sexual innuendo were given a Tom of Finland treatment. The black leather egg plants, peaches and leather gloved thumbs-up-hands were given for people to play around with. After all, Tom of Finland imagery is vividly sexual, but there is also a lot of humor.
Result	During the first day of the campaign 22 000 selfies were generated, building up to over 150 000 images in two weeks. The celebrity images became a very visible part of Finnish popular culture; seen and discussed everywhere from newspaper comics to TV, radio and online. In the end, the campaign managed to make an LGBT movie the second most watched Finnish movie of the year, and the most internationally distributed Finnish movie of all time.
Media Type	Digital
Corporate Name of Client	Finnkino and Helsinki-filmi
Client Supervisor	Annika Sucksdorff
Client Marketing Director	Anna Lujanen
Head of Client Team	Maija Silamo
Media Company	Dagmar Helsinki
PR Company	Manifesto Helsinki
PR Account Director	Jonna Varhama
PR Communications Consultant	Henriikka Simojoki
PR Communications Consultant	Kaisa Neittaanmäki
Strategy Director	Karolus Viitala
Creative	Henri Haka
Creative	Heidi Taina
Copywriter	Heidi Taina
Art Director	Henri Haka
Agency Producer	Petra Yli-Hemminki
Agency Digital Producer	Petri Santala
Digital Producer	Petri Santala
Technical Creative Director	Mikko Kalso
Technical Developer	Mikko Kalso
Technical Developer	Kenneth Nylund
Graphic Designer	Sakari Nordman
Graphic Designer	Aino Soukko
Graphic Designer	Pekka Saarela
Photographer	Veikko Kähkönen
Post-Production Company	FLC Helsinki
Animator	Lauri Tarkka
Animator	Okko Käyhkö
Photography Producer	Emma Eskola
Photography Producer	Anna Siltanen
Retouching	Kasimir Häiväoja
Stylist	Mert Otsamo