| Título | #IAMTOMOFFINLAND |
| Agencia | Bob the Robot |
| Campaña | #IAMTOMOFFINLAND |
| Anunciante | Tom of Finland Movie |
| Marca | Tom of Finland Movie |
| Posted | Noviembre 2017 |
| Sector Empresarial | Publicidad y comunicación |
| Filosofía | 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. |
| Resultado | 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. |
| Medio | Interactivo |
| Corporate Name of Client | Finnkino and Helsinki-filmi |
| Supervisor de clientes | 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 |
| Responsable de conceptos / redactor | Heidi Taina |
| Director artístico | Henri Haka |
| Agency Producer | Petra Yli-Hemminki |
| Agency Digital Producer | Petri Santala |
| Productor digital | Petri Santala |
| Technical Creative Director | Mikko Kalso |
| Desarrollador técnico | Mikko Kalso |
| Desarrollador técnico | Kenneth Nylund |
| Diseñador gráfico | Sakari Nordman |
| Diseñador gráfico | Aino Soukko |
| Diseñador gráfico | Pekka Saarela |
| Fotógrafo | 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 |