TV ad: Finland's Next Top Model: Pillow Fight

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For the Top model cycle 3 we decided to build a marketing concept, that boosts up the innocence of the young contestants. Immediately after they were selected, we hauled them into the studio for a pillow fight. We involved the judges in their own roles: a fashion photographer, a diva on a divan and a Cruella de Vil -type of a persona.

Unlike the previous cycles, the driving force for this entire campaign was the naturalness and freshness of the contestants which could clearly be seen throughout all the campaign elements: print, online and the various versions of trailers.

The song creatively used in the trailer was a re-make of an evergreen Ça plane pour moi by Plastic Bertrand. This version was performed by a French group Nouvelle Vague and it fittingly enhanced the atmosphere of the struggle.

Cycle 3 of Finland's Next Top Model was even more successful than the previous ones: it was extremely fierce, but, oh, so beautiful.

Photographer translation while teaching models in beginning in: "Big moves, keep that pose, don´t move etc..."
Red haired top model host (while snapping fingers): "Let "me see...professional work. Fantastic"

Pack shot: New episodes. New models. New struggles.
FINLAND´S NEXT TOP MODEL AT CHANNEL FOUR