Four Reasons Original
Marketing Concept and Ad Campaign for
Four Reasons Original Product Series (2020–2021)
CLIENT: FOUR REASONS
ART DIRECTOR : OONA JÄRVINEN
COPYWRITER: JENNI KANERVA / JAAKKO HOVI
PRODUCER: MAIJA KUITTINEN
DIRECTOR: TEEMU LAUTAMIES, JENNI KANERVA, OONA JÄRVINEN
DOP: TEEMU LAUTAMIES
PHOTOGRAPHY: MONA SALMINEN
SET DESIGN: HEINI ERVING & TEAM
STYLIST: HEINI KORTELAINEN
MUAH: KIRA MUESA
Four Reasons describes itself as a Finnish beauty industry rebel that stands up for diversity. The company renewed the appearance of their Four Reasons Originals product series, and our team got to design and produce a marketing concept as well as an ad campaign following a philosophy of less preaching, more winning.
We wanted to move over from sentimental speeches that have been a trend in beauty industry marketing for years. Instead of focusing on appearances, Four Reasons wants to celebrate our awesome, quirky, fabulous personas as a whole. The concept shows us how hair care can be fun and easy for everyone regardless of one's age or gender.
Stay weird, gorgeous.