Vastavirta = against the stream
Things can be done in many different ways and styles. It does not matter which method you use as long as your vision, principles, objectives and goals are clear in mind.
It needs a strong vision and determination to bring your ideas in to life especially in circumstances when there is no need to do things or make your communication in a new or a different way.
It all took its origin two years ago, when I first time met our upcoming client. At that time they were living in a situation where almost all the advertisement were traditionally published on print. When I asked why this was the way of doing things, the answer was short. In our business all our competitors communicate in a same manner and media. Furthermore it had always been the Media Agency’s proposal of doing things, because it was the way of doing things in this business. What a rat race! But you cannot blame the customer because she did not do anything wrong. Only the vision, ambition and the sandpit was too small for all the other players.
In Finland people use to own their apartments instead of renting them. So the desired aim and goal in Finland is to one day own your own house. Renting a flat or rental living is considered as a temporary chapter in your life. When people use to think mentally that renting a flat is not a permanent way of living, some might think it is somehow improper or it is a signal that you have not achieved anything remarkable in your life.
Vastavirtas concept “Delusions about rental living” was based on the facts mentioned above. Our aim was to make an impact and awaken people to the fact that there is nothing wrong with rental living. The dramatization was obviously only possible to express in a TV-film. The film was broadcasted on the biggest Finnish commercial channels starting from the second of May 2012.
I have to give big and warm thanks to marketing manager Marjaana Kivioja from VVO trusting in our idea, concept and the way of expressing it on TV, Radio and the Internet. The fact was that VVO had last time a TV-film broadcasted over fifteen years ago. Sounds pretty conservative
Sometimes the only thing differencing the success from failure/mediocre is a open minded & wide vision and a strong believe in your idea, heart and soul.
It is nice to have our Vastavirta “Fifteen minutes of Fame” and be seen on a same spotlight with likes of Y&R New York, London and Dubai, AMV BBDO, Publicis, McCann, Forsman & Bodenfors, Leo Burnett Moscow, DDB London, Paris and New York, TBWA Toronto, JWT New York and Ogilvy Sao Paolo
Thanks for all the participants
BR, Jan Grehn
The TV-Film has been shown on MTV 3, Nelonen and LIV since 2.5.2012
and world wide (beneath) since 15.5.2012 and hopefully more is to come!
and the Shots