Category: Public Interest, NGO
Media: Film
Brand: Ministry of Foreign Affairs of Finland
Agency: Lucid
Geo: Finland
Advertising Agency: Lucid, Helsinki, Finland
Creative Director: Roope Nevander
Creative Director / Photographer: Saara Salama
Director: Viivi Huuska
Published: November 2017
Synopsis:
Hobbyhorsing has been sweeping the Nordic nation in recent years, with thousands of enthusiasts making and selling horses and riding them at events inspired by real equestrian disciplines. To support the hobbyhorsing community, the Finnish Ministry for Foreign Affairs and ThisisFINLAND worked with leading Finnish fashion labels to add a whole new level to the craze – by creating a limited edition urban fashion collection. This short film kicks off the campaign that celebrates the courage and against-the-odds mentality of hobbyhorsing, designed under the banner of #BraveEnoughToRide.