HOW TALKING TO THE BRILLIANT REBEL SCHOLAR 005 MADE ME ONCE AND AGAIN REALIZE THAT I AM NOT SERIOUS PEOPLE AND NEVER WILL BE
27 AUGUST 2024
Last Tuesday I had the most important meeting of the week, month and the year. Not with CEO, CFO, CMO, CCO, UFO, ECD, AD, CD or even DVD but with a 16-year-old high school student, the fifth recipient of The Global Work Rebel Scholarship that I, back in 2021, set up for my former junior high in the small Finnish coastal town called Kokkola, where I was born and grew up. We talked 90 plus minutes with the Rebel Scholar 005, now a freshman in one of the most prestigious high schools in Helsinki, Finland. A bit about exams, courses, teachers, grades, training and olympics (the Rebel Scholar 005 is also, just like I once was, a talented athlete) but mostly about life in general. Moving to a new bigger city. Starting an independent living. Making friends. Missing family. Navigating boring daily tasks. Traffic. Benefits of reading, writing and thinking. Importance of following news and understanding history, society and popular culture. All the possibilities, potential and uncertainties that the future undoubtedly brings. It was a good talk. Most serious people would call it mentoring. I call it conversation. My Global Work Rebel Scholarship Fund is not about perfect grades or flawless manners but gently rioting rebellion. The most essential requirement simply is “ability and willingness to challenge silly rules and question and oppose outdated norms and dubious authorities”. I still feel, after four years, that to be a fine requirement. Imperfection usually is. I hope the Rebel Scholar 005 learnt something yesterday. I certainly did. Talking matters. Listening matters. Sharing experiences matter. Especially with those who are either significantly younger or older than you are. These conversations shall continue. Hopefully for decades to come. One day rebel shall be massive. Our brilliant conversation also reminded me that I shall never become serious people and neither should anyone. It’s not a trap. It’s a mental death sentence for eternal boredom. Avoid serious people life.
RANDOM 12 THINGS THAT I LEARNT BY HANGING OUT IN TOKYO AND SEOUL MUSIC BARS FOR THE FIRST TIME SINCE 2019 FOR A COUPLE OF MONTHS MEETING MY JAPANESE AND KOREAN CLIENTS, COLLABORATORS, COLLEAGUES, CONNECTIONS, FRIENDS, LOVERS, FOOLERS AND HATERS
7 MAY 2024
ONE: Seoul, where I currently am and writing these words, is still a wonderful place for good living and proper inspiration. Most of my days here are spent just observing things and people, walking and commuting around the town, sitting in interesting cafes and record bars, meeting old and new friends alike, watching football and baseball on stadiums, visiting concepts stores of my favorite Korean brands and, most importantly, hanging out in Seoul punk and indie scene.
TWO: Strange Fruit in Seoul is still one of the coolest bars in the world with probably the greatest name for any bar anywhere.
THREE: The mainstream Korean culture, K-pop, series, films and etc’s, is already pretty well known around the world. My main focus and interest here, as in everywhere Tokyo very much included, therefore is what happens in urban alternative scene, sometimes in shady rooftops but quite often also literally under ground. That’s where my creativity comes from. Listen, hear, share, receive, learn and observe. That’s the method.
FOUR: I like rooftops. Instead of offices, co-working spaces, libraries or even dull bar tables I normally try to do my work somewhere offline, often hanging out in all kinds of barely legal spaces places and abandoned places, any kind of rooftops like this certainly included. Higher the better. Shadier the better.
FIVE: Tokyo is still definitely one of the coolest cities in the world. It’s precisely places like Koenji that I find extremely interesting. Real people. Real world. Real living. Countless of ordinary things to see, wonder, learn and observe. And a fantastic social scene with punk, indie and art community that inspires me even the morning after.
SIX: I continue to be a firm believer of total imperfection. That’s where my absolute ambition, slightly odd and always different views come from. Out of the real world everywhere around me. Instead of offices, co-working hotels or other ordinary and conservative spaces I also tend to work in less traditional environments. Busy offline street corner in the middle of Shibuya, Tokyo, for example, is ideal.
SEVEN: Sakura was cool but please shut up about sakura. There are easily 10 000 more interesting things in Tokyo and Japan than sakura. Like walls of stickers and everything behind them.
EIGHT: I could live in Tokyo music bars. Probably should.
NINE: Except I can’t because of all the cigarettes burning. Smoking is still fucking dumb.
TEN: Not everybody likes you and there’s always gonna be people who ignore you. It’s alright.
ELEVEN: There’s always excuses for everything.
TWELVE: I still choose random 2, 12 or 22 hour walk around the streets of Tokyo or Seoul over any business book, webinar or marketing podcast every damn time. Sue me, report me or hire me.
HEY MOM IF YOU READ MY THOUGHTS AND STILL WANNA KNOW WHAT I DO FOR LIVING THIS ONE IS FOR YOU
16 FEB 2024
My mom always asks me what I actually do for living? Well, this little something awesome thing called Project Progressão is one of the coolest things I have worked with in the past couple of years. Project Progressão is a continuous football initiative ran by Jani Sarajärvi, a Finnish-born former pro player, a football researcher-PhD student at the University of Lisbon and an active pro coach who is currently working as a coach-analyst for the Gambia men’s national team, and Jussi-Pekka Savolainen, a former pro player and one of the most talented and most progressive Finnish football coaches of today. Project Progressão includes a popular weekly Spotify podcast that explores diverse facets of the sport: The nature of the game, the relationship between humans and the environment and becoming skilled in playing or coaching football. Now Sarajärvi and Savolainen are going global with the introduction of DISCUSSÃO MUNDO, Progressão’s first fully English take on sports science innovation. Episode #75 features Professor Duarte Araújo, from CIPER at the University of Lisbon. If you’re into football, or sports, and would like to know more about the game than just score, rules and a few stars, this episode and project is exactly for you. And how did I end up doing this? Well, as my mom recalls, I was supposed to become a pretty solid pro footballer myself but my “career” ended before it even had started due some injury issues. I still follow the game though. Still a beautiful thing. Definitely worth of listening.
THE GLOBAL WORK REBEL SCHOLARSHIP FUND THAT I SET UP TO MY FORMER JUNIOR HIGH IS NOT ABOUT PERFECTION BUT HUMAN FLAWS AND GENTLY RIOTING ATTITUDE
28 Sept 2023
So, a few days ago, about 4:49 PM to be fairly exact, I was sitting at Kiasma, the Museum of Contemporary Arts of Helsinki, the capital of my declining born-nation of Finland, rocking my eternally out of fashion but unmistakably forever steadily cool baseball cap, while getting ready for another mentoring session with the first recipient of The Global Work Rebel Scholarship Fund that I in 2021 set up to my former junior high called “Hakalahden yläaste” in the tinish Finnish town of Kokkola, where I grew up. As usual, we talked for 90 minutes or so with the Rebel Scholar 001, now a student in one of the most prestigious high schools in Helsinki, Finland. A bit about upcoming exams, current courses, pressures of work loads and future college applications but mostly about life in general. Things like art, sports, politics, books, films and music. The importance of wandering, curiosity and wondering. Balance between serious and fun. Significancy of freedom and independency. The power of empathy and optional career modes to conservative nine to five. That’s my way of mentoring. Asking, hearing, listening, sharing, observing. Learning a lot myself too in the process. Mentoring fucking matters. Talking fucking rules. Small things and initiatives can be significant. This particular scholarship, by the way, is not about perfect grades or spotless manners but gently rioting rebellion. The most essential requirement to be considered simply is “ability and willingness to challenge silly rules and question and oppose outdated norms and dubious authorities”. It’s not about perfection but human flaws and the wider essential concept of imperfection that makes everything and everyone more interesting. I do believe there’s a genuine need for that sort of misfit behavior, side of the box actions and let’s blow up the privileged status quo perspectives in this twisted and unequal ultra capitalism driven world we are living in. Most importantly, I see "talent", "promise" and "potential" as something that is much more varied, comprehensive and diverse than we have tend to define. Also happy to announce that the Global Work Rebel Scholarship Fund Recipient 002 has been chosen. Mentoring sessions will continue. Rebel stays real.
WHEN LIQUID DEATH MURDERED BRANDING BY USING HUMAN HEAD AS A BASKETBALL AND THAT MADE HOUSTON HAVING NO PROBLEMS
30 MARCH 2023
Fuck me. It’s almost unfair, strange and biblical how much more supreme branding and storytelling Liquid Death currently does compared to pretty much any other company, brand or agency out there. If their recent Jackass X Grandma Video – to me – felt a bit outdated and scored like 72/10 (which is still solid) the new Hoop Head concept and film definitely is 98/100. With their firmly entertaining and slightly controversial hooping head – literally a human head that is used to play basketball – Liquid Death is basically, again and happily, slaughtering all those dumb silly useless harmful pathetic rules that our industry – creative side very much included – has self-governed and followed for decades due to reasons that never have made sense to me. The conclusion is simple but oddly essential: Unlike most brands – big, small, gigantic, local, global, multinational, corporate, private, public, startups, ngo’s, whatever – Liquid Death does not aim to please all and is not concerned what others think of it but the opposite. They seem to fully understand that not everyone is gonna appreciate or even approve what they do and that’s not only inevitable but also conscious. With Hoop Head too it all starts with the fundamentally rioting basic understanding and acceptance that Liquid Death’s brand – the very core of everything – does not need, or should, appeal to everyone. It’s ok to be weird and different and freaky and use a human head as a basketball that is hooped around by a real-life rising NBA star from Houston who clearly does not think there’s a problem. Personally, I always tell my own branding clients that if 10/10 audiences likes the things that we do, we/you have a massive problem. We don’t need ten out of ten to like your brand. Not even in the target group. In fact, we should aim for 4/10 and even less, like two out of ten, would be fantastic. No brand needs 100% of audience or market. To any brand 20-40 % is more than enough, often too much. Respect Liquid Death, respect. Please keep on murdering your branding. And ours.
DON’T YOU NEVER EVER NEVER EVER NEVER EVER ACT OR THINK ONLY YOUR AGE
2 february 2023
A while I go I started The Global Work Rebel Scholarship Riot Fund for my old junior high in this small Finnish town called Kokkola where I grew up. Yesterday we had another excellent mentoring session with a brilliant young student, the most recent rebel, who six months ago moved from Kokkola to Helsinki to attend one of the most prestigious high schools in Finland. We talked a couple of hours. Mostly about life, different countries and cultures, history, art, cinema, literature, being a teen ager, sports, our old home town Kokkola and the overall importance of being happy and not studying or working too much. We also talked a bit about school, grades, futures and colleges. Then I gave her another novel to read. White Teeth by Zadie Smith that I find to be one of the most important books written in the past 23+ years. Definitely my kind of mentoring session that makes me too smarter. There’s so much to learn in this life. Quite often from people who are either significantly older or significantly younger than you are. Something to think about.
WE REALLY REALLY REALLY NEED TO TALK MORE ABOUT IMPERFECTION, FAILURE, VULNERABILITY AND DOUBT SO WE ARE NOW DOING IT IN SIX CONTINENTS AND THIS IS HOW WE DID IT
6 october 2022
So, 323,5 days ago Ville Immonen, Head of Sales and Marketing of Edita Prima I have closely worked with since 2021 with all things brand related, and I, were thinking about the next steps for Edita Prima’s storytelling. Back then, I kept on returning to Edita Prima's new hero sentence that we had created in the beginning of our collaboration, twisted things around a bit and came up with an umbrella concept of “imperfection that is required any perfection to happen”. That immediately felt right so we wanted to promote the softer business values through themes of doubt, failure and vulnerability and created a platform called Talks of imperfection, which is not your ordinary business podcast but a series of intimately open diverse face-to-face conversations where globally recognized leaders, founders, entrepreneurs and activists reveal their personal relationships with growth, collaboration, success and imperfection. We wanted to do this all in English only and aim to the global markets, so we needed a host that would understand our mindset. We made a shortlist and soon contacted Risto Kuulasmaa, Finnish-born but Amsterdam-based marketing entrepreneur, start-up founder and media executive, who quickly agreed to be a part of the core team that also includes my trusted Art Director companion Jari Salo who has created all the key visuals, typographies and key arts both for Edita Prima and Talks of imperfection. Fast forward to September 20th 2022 when the 8-episode S1 of Talks of imperfection was released. Since then, TOI has been widely listened by all target groups in six continents, especially in hotspots such as Amsterdam, Lisbon, Paris, London, Berlin, New York, Miami, Los Angeles, Buenos Aires, Mexico City, Cape Town, Mumbai, Singapore and Sydney and, of course, Helsinki, where Edita Prima, the kindest Nordic tech company, is based at. Interestingly in Finland, TOI has also reached a steady TOP5 ranking on Apple Podcasts business category (and TOP35 overall ranking) and been among the most streamed non-Finnish Apple Podcasts in Finland, in any category. We believe these first two-week numbers to be a clear sign that the universal themes of vulnerability, openness and imperfection are resonating to our audiences around the world outside of the pure business circles too. So, thank you again Ville Immonen, Heikki Autio and Kati Buden at Edita Prima for enabling all this imperfection. Thank you Jari, Risto and Alexander Hedberg who is taking care of TOI sounds and cuts. And most importantly, thank you our wonderfully imperfect TOI S1 guests Aito De la Rue, Helena Gualinga, Victor Pineda, Peta Milan, Tony Cho, Ruchika Sikri, Mickey Meyer and Lubomila Jordanova for being exactly who you and how and why. S1 of TOI out now. S2 of TOI is already in production. So not your ordinary business podcast. Promise. If I am wrong, sue me.
BE SMARTER AND DON’T GO BACK TO THE OFFICE BUT LITERALLY GO ANYWHERE ELSE BECAUSE THE WORLD AROUND YOUR OFFICE IS MUCH MORE INTERESTING THAN ANY OFFICE ANYWHERE
16 may 2022
Random talks with random people. So vital, at least for me, both as a person and as a creative. Prior to pandemic I spent up to 8 months a year traveling, or rather living, in different countries and continents around the world. New York City, Berlin, Copenhagen, Tokyo, Seoul and Bangkok was my usual go to route with some side steps and stops here and there. Now I am back on the road again, spending 3 plus months away from Helsinki, Finland, where I am officially based. Currently I am here in Portugal, dividing my time with north and south and the middle from Porto and Braga to Lisbon and Estoril and Algarve, minding my work businesses normally aka remotely as I have done pretty much my entire working life. On this little spring break too, the first longer trip I have taken since the pandemic, I have had many excellent encounters. In Lisbon, for example, I have become friends with homeless people, concert promoters, DJ’s and bar owners, restaurant staffers and iconic indie club doormen and other few creatives like myself. In Lagos, Algarve, I had interesting conversations with a couple of Swedish whom with we concepted an idea of all Nordic countries regrouping as one big nation which would bring, we agreed standing on the road with a beer in 3 am, multiple benefits for everyone. A few days later, also In Lagos, I met a 64-year-old veterinarian and his lawyer wife whom we had a 146-minute talk of the negative impacts (for housing and living expenses etc.) caused by people like me who come to Portugal for longer periods without paying any real taxes. We agreed that some sort of “traveler’s expense” would be easily manageable within EU at least. We also discussed about Russia, war and the similarities between Finland and Portugal. Also became friends with a couple of German speaking northern Italians (how cool is that) who were involved with a touring caravan party circus concert venue that could have been from Season 4 of Station Eleven. Met a few Canadians who had left their jobs and packed their lives and apartments for something better than what they had at home. Became friends with my rental accommodation owner with whom we talked about everything, including her daughter’s 5-month-old twins who were unfortunately sick with covid. Met a couple of life-loving Norwegians who had been working in different jobs around the world and now thought about what to do next, and a Polish street musician who told me about his life, living in a car, surviving with free tap water and left over food from local supermarkets while performing for money an hour every night (there’s a strict system for street musicians in Portugal that controls the licenses, spots and time zones), sometimes with a Scottish girl he likes and who wants to marry him to become an EU citizen again while managing to get a proper income while doing what he likes. Met a fascinating Belgium psychologist at a train station whom we shared a ride and conversation to the coastal town of Albufeira where I, for seven days and six nights, witnessed the negative impacts of mass tourism in the form of way too many British who had nearly zero interaction or interest towards the local people or their way of life. With them I did chose not to socialize. Went up north to Porto and Braga to three weeks to have similar random encounters with all sorts of interesting people that we talked about anything or sometimes nothing but still spent some together observing and hanging out and connecting. Apart from the Brit lads and Brit ladettes of Albufeira all the people that I have met (and many more that are not mentioned here) on this little spring break of mine seem to have been genuinely interested in my life too. Especially about the part how I have managed to free myself from most outdated rules that our old-fashioned society still often expects us to follow workwise. And why this matters? Well, it does, greatly, in multiple and various ways. All these random talks and encounters and observations that I make on my travels are an essential part of my work. In fact, my entire creative thinking is based on understanding past, current and future popular culture, history, diversity, urbanization and human behavior. I too can, of course, read books or google or listen to other people talk about those themes on podcasts. For me, that too is valuable, but not as crucial as actually experiencing, seeing and sensing things on my own. I have said it before and I’ll say it again. Creativity does not need to happen at the office. Ideally it never does. I believe that the world, and our industry in the middle of it, would be a better place if people instead of going to the same office talking to the same people about the same things would, instead of an office, just go somewhere else and observe. The world is so much more interesting than any office.
IT’S ABOUT TIME TO TURN REAL ESTATE SUSTAINABLE SO LET’S DO IT SINCE IT’S ALREADY FINALLY HAPPENING
22 april 2022
Earth is our greatest resource. Ever since the first modern skyscraper was created in Chicago, Illinois in 1885, buildings have unfortunately had a great negative impact on well-being of our planet. Finally things are changing. The new European Central Bank guidelines, EU ja EBA mandates and other similar regulations such as The European Green Deal and the introduction of UK’s taxonomy and EPC-B bill policies will be the decisive positive drivers towards a better future. Europe aims to be the first carbon-neutral continent by 2050. That, of course, requires more sustainable real estate. Lots of it. For the past 4 months I – alongside with a brilliant Art Director Esa Hallanoro – have worked closely with Skenariolabs, the most curious prophetic real estate analytics company founded already in 2015, with branding, message hierarchy, purpose, vision, storytelling, tone of action, visuals, the new website and more. Skenariolabs helps property owners, portfolio managers, banks and insurance companies make more responsible decisions through objective, transparent and accurate risk and value assessment platform. I am excited for this case and client. The impact that Skenariolabs can have is massive. Potential is endless. Mission is essential. So, yes, it’s been a good and ambitious four months. Plenty of more still to do. Thanks for the ride so far everyone at Skenariolabs. And thanks for my trusted partner in art Esa Hallanoro being the visual strategic superstar that you are. To be continued. Let's save this Earth by predicting the future of sustainable real estate by replacing intuition with profitable facts. It can be done. It's already happening. Please check it out. Our planet most definitely is worth it.
FOR MY NEW FRIEND THE HOMELESS DRUMMER WHO LIVES ON THE STREET WHERE THE STREETS DO HAVE NAMES
3 april 2022
Got a new friend here in Lisbon, Portugal, where I am currently based. A homeless person who lives on the street. We see each other often since we are sharing the same hoods. Talk about life and things. Get something to eat etc. Try to come up with ways to improve his situation. He’s not happy. Life without a home, address, income, insurance or social security can be very stressful. He was born here in Portugal, spent years in UK, came back with no friends or family. At some point he got sick, lost the grip of normal things. Now he begs. He does not like asking people money but that’s what he’s forced to do. He seems like a regular person to me. Someone who, I believe, is also hurt, anxious and depressed and who is feeling that society and system have abandoned him. He still smiles. He’s funny. He jokes around. But is he happy? No. He’s bitter and angry at times. He’s a lonely outsider who has somehow lost the touch with reality but who still hopes life to turn something different. He’s cool, kind, polite and interesting and the one thing that seems to irritate him greatly is the treatment he gets from others. Many of us luckier, healthier and perhaps even wealthier people have courtesy and manners but only when we meet people that match our requirements and expectations. That’s wrong. As my new friend has repeatedly told me in different words: Despite of everything, he too would like to be treated as equal human being. Not to be ignored. Seen as a real person. As someone who exists and matters. Don’t think that’s too much to ask. One time he asked me what I do for a living? I told him, that I am a kind of creative consultant working in branding and advertising and my new friend went: “What, really? But why? You look like an artist, a writer, or someone who plays the guitar or skates or who is in a band. You should be in a band, man”. I took it as a complement. He too looks like he could be in a band. A cap. Hoodie. Mask. Sneakers. Long hair. A lot like me. Not gonna share his photo out of respect so here’s mine instead. Each and everyone of us can lost the control of our lives. You, me, anyone. I hope my new friend will one day be in the band. He would make a great drummer.
STOP COUNTING YOUR USELESS AWARDS AND LISTING YOUR PHONY PRIZES LIKE IT’S 1982 CAUSE IT’S NOT ANYMORE
14 FEBRUARY 2022
Public confession. I have never been a fan of all those advertising/design/etc competitions/awards/whatevers. Talking about creativity is great. Analyzing creative processes is important. Having scheduled and random encounters with fellow creatives is vital. Discussing creativity with people outside of creative circles is essential. Even festivals, events and exhibitions built around creativity will do. But defining creatives based on how much this or that they have won or haven’t in paid competitions organized within creative industry itself is just dumb. Surely creativity is more significant and complex area of art, form, profession and expertise than that. Surely we could respect creativity more than make it too dependable with superficial competitions and inner circle prizes. Perhaps creative industry too should stop worrying about what others think of you that much? Just an idea.
DO THE RIGHT THING AND JUST DO IT
7 DCECEMBER 2021
For someone like me who has been in and around sports all of my life the new awareness and action campaign ”Don’t Break The Game” by the Finnish human rights organization Ihmisoikeusliitto holds specific meaning and purpose. Very honored, happy and proud to have been asked to give pre-production pro bono consulting advices to Ihmisoikeusliitto (The Finnish League for Human Rights) in form of deeper background conversations, practical tips, overall creative thoughts and detailed storytelling ideas for “Don’t Break The Game” (Älä riko urheilua) campaign that was ultimately concepted and conducted by my dear friends at the bigger Helsinki-born agency Miltton. Sports is not perfect. Sports have issues. In Finland too sports needs to be, say and do much more than it historically has and openly recognizing its problems, issues and shortcomings is the beginning of sports becoming a better, more equal and more meaningful part of any society. Thank you and respect everyone involved, especially Kaari Mattila, Reetta Helander and Tommy Lindgren at Ihmisoikeusliitto for all the talks, words and actions you are now taking. And most importantly, thank you for all the athletes, organizations, clubs and NGO's supporting the campaign. It's the right thing to do but it's also a wise position to take. Human rights should matter more than winning or money but equal sports also equal better results, on and off the arenas. That’s both the fact and common sense. Not just in Finland but everywhere. Please check out the campaign site and get involved. Break Records, Not The Game. Do the right thing and just do it.
WEAR WHAT THE FUCK YOU WANT
22 october 2021
Finally it happened today. A serious big budget video meeting for a global public company where all participants, each and everyone, wore a baseball cap. That has been my personal style in most client meetings lately. I am perfectly aware that some old-fashioned corporate folks especially might find my looks and appearance sometimes to be even… too casual. But I am also 100% convinced that all people doing anything everywhere should be allowed to dress-up exactly how they wish. That, of course, means that not everyone needs to have a sweater and a baseball cap on silly background like me. Collar shirts, pantsuits, dresses, ties, bow ties, suites and the highest of heels or whatever you choose to put on, on a studio light set up with no screen effects, are all perfectly fine. Just wear what you want. Be who you are. But remotely or not, don’t judge others based on their appearance. That’s not your job. And it’s not the 1950’s anymore. Rebel is real.
OF BEAUTIFUL CLIENTS AND MAD LOVE
2 SEPTEMBER 2021
I like all or at least most of my clients. But the clients I adore, respect and love more than others are those who do not fear creativity or downplay ambition but demand and embrace them. This may come as a surprise but unfortunately not all clients are like that. Too many are still oddly confident that compromises are kings, ordinary is wanted and averages are enough. Today, as most days, I had a very good client day. Thanks for that. Thanks for them. Thanks for creativity. Without that there’s no rebel. Not for me. Not for you. Not for anyone.
JUST STARTED MY WORK WEEK AT 1 PM ON MONDAY MORNING AND I FEEL FINE
23 AUGUST 2021
1 pm. Pretty much an ideal time for me to start work on Mondays. Never been a morning person. And one of the key reasons I work as an Independent Creative Director & Global Work Rebel is just that: I don’t particularly like to wake up early, ever. Surely, I can if I have to. Last week, for example, we had an intense, productive and creative session of close to 10 people with both the global client and the first-class agency from 9 am to 1 pm and I was totally fine with that. Every now and, let’s say once a week, I can do something similar. But an idea that we as humans, in the year 2021, as default, should stress about work on Sunday or any other night and then rush into whatever early in the mornings is just sad. Unless you’re a morning person of course but even then you have no position to force others work too early just because that suits you. It’s not 1689 anymore. Besides, especially in creative work like mine, happiness matters. Taking it slow matters. Doing nothing matters. Long mornings matter. Moments of nothingness matter. Time to think matters. In most normal days other than Mondays, I usually start working somewhere between 11-12 am. And no, I hardly ever work 8 hours a day. Why would anyone really? It’s not 1872 anymore.
THIS CRAZY LITTLE ODD ANCIENT STRANGE THING CALLED SUMMER HOLIDAY AND HOW DO I FEEL ABOUT THAT JUST FINE FOR NOW
9 JuLY 2021
So, started my summer holiday today. Which is sort of strange because for more than a decade which practically is my entire working life I have mixed work, free-time, vacations, travels, holidays and whatevers so easily that there has not been any need for something as silly and outdated as an official summer holiday. Pandemic however, has changed things, temporarily at least. For the past 10 months or so, for a simple reason that there hasn’t been anything else or at least better to do, I have worked so much (about 30 to 40 hours a week which is about double of my pre-corona times) that for once I have felt the need for a clean break. So far at least this little all work no play experience of mine has been surprisingly good, interesting and rewarding. Lots of challenging, cool, meaningful and also financially pleasant things happening in Europe, Asia and North America alike. Considering everything that’s been going on, including me getting seriously ill with Covid-19 and battling pretty frustrating and difficult long covid symptoms for more than 16 months (I am still not 100% recovered but finally hopefully clearly getting better for good) this funny silly 5 week summer holiday does feel nice. I am also perfectly aware of the fact that my story with corona could have been dramatically more difficult than it’s been. But at the same time I am happy that my plan of not letting to be defined by this virus seems to be working out. I possibly never fully recover. And I most certainly won’t ever be the same person I was before getting sick but this new me is what I got and I like it. This was me six years ago today when I had decided of trying to become a Global Work Rebel. Lots of work, heh, still to be done but rebel is real.
SUPPORT THE REBEL KIDS CAUSE THAT’S THE ONLY WAY KIDS WILL BE ALRIGHT
8 June 2021
So, I recently opened a multi-year scholarship fund for misfit kids at my former junior high school in Finland. The Global Work Rebel Scholarship will be awarded annually to a student aged 13 to 16 who “does not always fit in and have a mind of her/his own strong enough to challenge authorities either visible or silently and/or who is having problems getting his/her voice to be heard”. Should financial scholarships for young students exist at all, in Finland or anywhere, is a valid question but as long as they do I believe it’s important that those who don’t fit into description of a traditional scholarship recipient are also recognized among their peers. There’s a lot of hidden, often silent or unnoticed, talent everywhere in all levels of our societies around the world and the purpose of my modest Global Work Rebel Scholarship Fund is to help giving attention for those misfit kids who otherwise still often are ignored in usual scholarship considerations. I also wanted to make it a proper corporate level thing to emphasize that career-wise too there are other options than just an old-fashioned 9 to 5 job. Work, as we know it, is in the momentum of transition and that change that was unexpectedly fueled by this unfortunate global pandemic that hopefully is finally slowly disappearing soonish must now be promoted, advocated, rebelled and fought for, which I try to do through my own example. The very first recipient of The Global Work Rebel Scholarship was awarded to someone pretty cool and special last weekend at my former junior high located in a smallish and partly Swedish-speaking town on the west coast of Finland where I grew up. Congratulations. They are no additional rules or expectations towards my rebel scholarships but the chosen recipients can use the money anyways they wish. I am available for mentoring, of course, for both the recipients and my former junior high as an educational institution, but even that is not a requirement. My only hope is that recipients will use this scholarship for something that makes them happy. Happiness in life is much more important than talent. If you can combine the two, that’s cool but you don’t have to, happiness and finding your own way in this life matters much much more. Rebel is real.
WHEN NIKE VIDEO FACTORY PUT OUT ANOTHER EXCELLENT FILM THAT SAYS SPEAK UP CAUSE IN DAYS LIKE THESE YOU AND YOUR SNEAKERS DO HAVE A VOICE AND WITH THAT VOICE IMPOSSIBLE IS NEVER NOTHING
27 october 2020
Surely, it must be a factory somewhere. A well working and effectively polished Nike system of brand video warehouses that keeps on producing films like this recent “You Can’t Stop Our Voice”. That’s not criticism. Films like those that Nike regularly puts out are often good, sometimes great but always they have a purpose, a meaning and a role to play in this sad and toxic and racist and unequal world of 2020’s that we are all living in. Yes, it’s the election time in the US but after the November there will be more elections for equality to win and lose and cry and suffer so human rights meets selling sneakers films like these will probably be around forever. As they should. Sports has always been a part of the politics. Modern brands most definitely can and they should be political as long as the politics is about doing the right things that, yes, are very easily recognizable. I believe Nike is trying to say what’s right and act accordingly. Is Nike perfect? Of course not. I am sure there are a lot of serious issues to be solved within the company, but I doubt Nike, or any other brand anywhere, will ever be perfect. In the meantime, films like this with familiarly strong footage and uncommonly powerful voice-over indeed are highly necessary. Because we don’t need to be stars to have a voice. Not in the US. Not in Finland where I am currently based. Not in anywhere. You are a human so be a human. Speak up. Take a stand. Vote. The time is now and always. impossible is never nothing.
“WEAR THE FUCKING MASK” SAID SOMEONE (FAZER + REISSUMIES) FINALLY IN FINNISH ADVERTISING BUT WHY IS EVERYONE ELSE STILL DEAD QUIET?
15 october 2020
It’s been a weird year this 2020 for advertising too. But strangely enough the global corona virus pandemic that, in far too many countries, is getting worse again has not been present in advertising that much. At least not here in Finland where I am currently based. Surely, the budgets have been cut, campaigns postponed and some jobs sadly lost but as far the actual work goes, it’s been surprisingly similar to basically any other year since the Spanish Flu. That’s a problem, because, frankly, we as creatives and us as an industry should have done more, be more, be better, create something for the greater good. Concentrate on bigger messages and purposes than just selling or making profit. Use our creative power and storytelling skills to better inform all people of basically everything related to the Covid-19. To help them, for example, understand the importance, benefits and logical proven reasons behind physical distancing, quarantines and face mask to begin with. But here we are, mid-October of this terribly terrible year of 2020 and still, at least here in Finland, not that much have been done. It’s very unfortunate and strange and frankly a failure. After all, if not now when, would have been the right time to truly understand the power that our minds, mediums, agencies, production houses, creatives, clients and the entire industry holds and use that for something truly meaningful and important. The campaign that iconic Finnish brand Fazer did with their equally iconic rye bread Reissumies (Loosely translated as “journey man who is always on the road”) has been a wonderful exception. It’s simple yet powerful. It takes a stand. It has a message. It cares. It places a mask on the face of the iconic character on the bread package and changes the original name “Reissumies” to “Vastuullinen Reissumies” (Responsible Journey Man) but it really is the mask that makes the difference. The message is clear and important. It has a purpose and a mission. “Wear the fucking mask and don’t be an ignorant idiot”, it says. The campaign most definitely is the right thing to do and probably good business too. Respect for Fazer, Reissumies and the Ivalo Creative Agency who, as far as I know, is the agency behind the campaign. And shame on the rest of us. We should have really done more. Be more. Create more. Take some responsibility. Still should. This Covid-19 thing ain’t gonna be over anytime soon. Anyone?
HOW TO MAKE INVESTING TRUE AND BEAUTIFUL?
29 September 2020
Another Rebel Review of fine work I had absolutely nothing to do with: “How to promote responsible investing with a true human touch and honest sensitivity instead of instant profit and negative greed? The question is old but also more relevant now than ever before. A film made for Taaleri, A Helsinki-based impact investing company, by one of my most regular dear clients Superson, succeed with this new work built around Paula Vesala, one of the most talented and most popular Finnish singer-songwriters of today. The film is rather simple. Voice-over, a day of shooting, I suppose, no special effects or special nothing, just a good tempo, fine camera work with a tender melancholy and true memories we can all relate to. Script is good, voice-over clever, Vesala excellent, film powerful and convincing, yet kind. That's not an easy thing to achieve in the world of investing.
HOW LEEDS UNITED AND AMAZON SURPRISINGLY TOOK ME AND EVERYONE HOME
23 September 2020
Another Rebel Review of work I had absolutely nothing to do with: Leeds United is a big, important and hugely traditional English football club that after 16 years in lower divisions finally returned to the English Premiere League for this odd young season of 2020-2021. There’s also a documentary, wonderfully named “Take Us Home”, which I finally started to watch (with relatively low interest and expectations) and finished Season 1 in one day. It was almost weird how surprised and impressed I was of what I saw. “Take Us Home”, produced my Amazon, is one of the greatest sports documentaries (or any documentaries really) I have seen and I've seen plenty. Sure, Leeds United alone makes it exciting, fun and entertaining but there’s more why “Take Us Home” works remarkably well. There’s: 1) MONEY in production that shows. 2) TIME used to get a true timeline of events. 3) AMBITION in script, cinematography, directing and editing that shows. 4) And most importantly, there’s nearly ALL DOORS OPEN ACCES that makes everything and everyone human and meaningful. “Take Us Home” is probably the smartest brand move Leeds United have done since signing Cantona. I am totally expecting him to show up in Season 2. Bring in the King Eric. Everyone loves drama.
9/11 MADE ME WRITE THIS 9/11
11 September 2020
9/11. The weirdest day of my life. Back then I was living in the US in Lexington, Kentucky where I went to college being a journalism major at UK. It was an early morning that day. We had finished a gym workout with the university’s soccer team when somebody walked in and said, “a plane just hit WTC”. I got instantly up, rode my bike back home and watched on live TV (could have chosen any channel since most networks were already showing it) when the second plane hit the second tower. Then the towers came down, both of them. It was a weird sight for sure. Something that a very few terrorism experts too had seen coming. It wasn’t a bomb, shooting, a car, a poison, an envelope or a knife. It was two commercial planes hitting probably the most iconic skyscrapers in the world located in one of the most populous areas on the planet. A phone rang, it was someone from the Kernel, an award-winning college newspaper of the University of Kentucky where I was working, and I was asked to report at the newsroom. Again, a phone rang. My mom was calling from Finland and asked if I was ok. 30 seconds later a phone rang the third time. It was my girlfriend at the time, also in Finland, asking the very same question of me being ok that then seemed silly to me. Of course I was fine, I was more than 1 000 kilometers away from NYC and DC and Pennsylvania. But it was because of those long sudden panic like distance calls (that day was the only time anyone called me from Finland in four years that I lived in the US) that I realized that whatever this was, already was massive news around the world. I put the phone down, took a quick shower, reported to the Kernel newsroom, spent the day doing interviews with a few professors around the campus. Wrote my piece and went for the evening practice of our soccer team that was made of mostly Americans coming from all states around the country. Our coach Ian, a true Brit himself, did not understand the meaning of those attacks, not on a personal, a human, a state or the world’s geopolitics level, but we did hold a silent moment before that evening training. After the practice I went home. Watched more news. Saw the footage of dust, destruction and people jumping from burning buildings again. No doubt it was a terrible sight. A crime against humanity, against innocent civilians, even against the freedom. But I also understood what was already happening. That there were too many people in the US who simply wanted to take the advantage of the situation. I became concerned and angry. By midnight the US was practically at war against everyone who were not Americans enough. Dark times came. The mentality of the nation switched. Racism, discrimination and the fear of unknown towards foreigners, even a white American looking Finnish kid with an odd name like myself included, that had been hidden took the spotlight that was fueled by the Bush W. administration, right wing idiots and the Fox News. Lies, wars and dirty business opportunities for dirty war liars followed. Moral of the nation got blinded and corrupted. In a few days I made a constant decision that I no longer wanted to live in USA. A few months later, after graduation, I moved back to Europe. The US had changed. It wasn’t a country nor society I wanted to be a part of and it wasn't until the Obama years when I too felt re-connected with America. Then came Trump and fucked it all up again even worse than George, Don and Dick could have ever imagined. And what all this 9/11 of 2001 have to do with branding and advertising of 9/11 of 2020? Not much, then again everything. For creative like myself the base of my work is the life that I have lived. The people I have met. The places I have been. The moments I have experienced. The feelings I have felt. The society I see around me. The popular culture I still engage always and everywhere when possible. All that, and much more, eventually comes back to me and my work. So, in many ways 9/11 shaped my point of views of the world. It alienated me from the US for years and made me more interested particularly in the Asian countries, cultures and people. Ultimately it led me to spend more time in places like Tokyo, Bangkok, Singapore, Kuala Lumpur, Hanoi and Seoul which have become the main sources of my endless curiosity and professional creative thinking. As far as America goes, I still wish for the very best possible despite everything that lately has been simply wrong and terrible. I haven’t forgotten my years in the US. I still remember vividly that 9/11 in Lexington on that early sunny September morning. No doubt, My Old Kentucky Home will continue to be on my mind. Always. I like it.
THE DAY WHEN THE KING OF FINLAND FINALLY KISSED THE CLOWN AND EVERYBODY EVERYWHERE SHOULD BE FUCK*N’ LOVIN’ IT
10 September 2020
Even in 2020 it’s a powerful image: There’s a king, The King, kissing a clown, The Clown, with both eyes closed. Clearly the two of them are having a moment. Clearly the kiss is more than just friendship. There’s a silent emotion, The King’s hand, making the move, on the neck of the Clown who lets it all happen, happily and willingly. There are feelings involved that can be lust or love or maybe both. Clearly, they are doing something, possibly eventually even it but anyhow there’s a copy under the image that says: “Love Conquers All”. The ad that Burger King Finland with a little help of TBWA Helsinki just put out today for Helsinki Pride is a simple idea with an excellent execution. After all, The King has been after The Clown for years now everywhere in different ways. But have they ever made out before, at least in public, at least like that? Probably not. Certainly not here in Finland so yes, this is more than just selling burgers or shakes or replacing fries with vegetables. This is a statement. This is believing in something that is unquestionably true and right. This is about equality but also about activism. It’s about giving a brand a meaning that goes well beyond the official purpose. Yes, it’s the Pride Week here in Helsinki. That’s why the Burger King campaign is out right now. And yes, in the perfect world all brands should act like this always. They should have the courage to stand for things and pull ads like this once a month. But we are not living in the perfect world. Not today, not ever. There’s been progress and change but not enough. Lately all progress has been questioned by too many narrow-minded idiots. That’s why ideas, images, executions, agencies, creatives, clients and campaigns like this are needed. First kisses matter. Also, within our industry. We can do more. We can be more. We should be more. Somebody needed to make this move. The King did. At last The King of Finland is more. Long live The King.
WHEN I WENT TO MEETINGS WITH AD AGENGIES IN TOKYO WITHOUT BUSINESS CARDS AND WEARING WRONG SNEAKERS
04 september 2020
Started a new project today with a new Client X. Doing my usual things as an Independent Creative Director with branding, tone of voice, key messages, content, naming and all sorts of storytelling that goes to the webpage too. This particular case has something to do with the world of show business which absolutely sounds better and cooler and more festive than just business. Perhaps I’ll should produce more show business cards? Well, of course not since I am really not a business card type of a guy. When I went to Tokyo in the summer of 2019 (to get my Japanese things really going) to meet with lots of local agencies/design studios/production houses/creatives/etc. I had no business cards at all. That was a clear decision that I had made before the trip. I knew I was supposed to have them, of course. But I also knew that I wanted to be different. After all I was a guy who did not speak Japanese, had not met any of those Tokyo based people before and who probably did not look like your everyday brand consultant anyways with his sneakers and shorts and knee-high socks and massive baseball cap. I felt I wanted to go in the way I was. Being me. Being open and honest about it. Somehow it felt very important even though I knew that I was breaking the manners and protocols with my appearance. With some clients in that Tokyo trip in June-July of 2019 my slightly rebellious behavior strategy worked. With others it failed. Wieden + Kennedy, for example, wasn’t that impressed that my sneakers were not what they had in mind and on portfolio. It’s cool. Being an extremely light packer than I am, I only had one pair of sneakers with my on that trip and I had no time, intention or desire to buy new shoes just to please someone or anyone. So with W+K my strategy failed but with enough of others it worked. Those agencies/design studios/production houses/etc. in Tokyo that did not mind (or indeed appreciated me coming in without business cards and being me) are the ones that I now co-operate with. Is there a point behind of all this? Of course, there’s dear Rebel Diary: You can’t please everyone in this world. And you certainly can’t please everyone in this business that too often feels like show business. Well, I am sure you can. But I don’t want to. Because too often pleasing everyone equals mediocre and who wants that? And for all of you wonderful W+K people in Tokyo. I am wearing your shoes right now here in Helsinki where I am waiting the world to get fit and healthy again. We’ll meet again. Show business loves come backs.
DEAR BALTIC SEA. HAVE A GOOD SPECIAL DAY TODAY. AND PLEASE DON’T DIE.
27 August 2020
I was born by the sea, in a small port city of Kokkola, on the west coast of Finland. Apart from six years spent in Orlando, Florida and Lexington, Kentucky and Tampere, Finland, I have always lived by the sea as I do right now here in Merihaka, Helsinki. I am very fortunate to be able to see the Baltic Sea directly from my balcony and lucky enough to live high enough, on the 14th floor, to view the sea life from fairly unique perspective. When I look down, I see islands, hundreds of boats of big and small with motors and sails and every form in between, including those ferries that depart from Helsinki to distant countries around the globe. I see people swimming, rowing, paddling, kayaking. Sitting on a beach, talking and laughing and reading and running through the coast and around the islands. I see the five iconic Finnish ice-breakers waiting for something to break and various birds that fly above the waves with mission and purpose that seems clear for them. I hear the sea. The sounds it makes in the morning and in the evening. Sometimes it's loud, often quiet, usually something in between. I see how the same sea looks different every day. Sometimes calm, sometimes raging, sometimes blue, sometimes grey, sometimes sleepy, often sparkling. I see how it changes with seasons, how different it is from August to November and February to May. I see when the storms of the fall are rapidly arriving and when the ice of the winter is slowly building. From up here on my balcony, located in the lucky high house just 50 meters from the shore, I even see the light house that keeps me company when everyone else is already asleep. I see how the sun rises from the east and how the moon once in a month lightens up the entire see below me. I see the stars above and the clouds that come and go as they please. The sea is part of me and part of my life. The very first thing that I do in the morning when I wake up is to watch the sea. The very last thing I do before I fall asleep is to watch the sea. I stare it often in the middle of the night too, or if I am awake, happy, sad or restless. Whenever I work from home, I spend more time looking at the sea than the screen. Yep, the sea is very important to me. The concept and idea of it, what it represents and stands for. When I watch the sea, I don’t see just water, I see something that is essential for human kind. For me, the sea symbolizes freedom and independency and rebel. It has the mind of its own that can’t be controlled or shaped. Especially in weird times like these, the sea is a mental gateway to somewhere and everywhere. Unfortunately the Baltic Sea is also very sick. In fact, it’s one of the most polluted seas on this planet which is sad and wrong and shameful but perhaps something that could be fixed if only us humans started doing the right things. I try to do my part, it’s not a lot but at least it’s something, to work with John Nurmisen Säätiö, a Finnish foundation that is trying to protect the Baltic Sea and its cultural heritage for generations to come. Not just today but every day. It’s not a lot but it’s something. Thank you Superson that I can play a small part in the process of saving the Baltic Sea. It matters.
ME, MYSELF AND I SLOWLY GETTING SORT OF BIG IN JAPAN
11 July 2019
So, I went to Japan-Korea for 24 days. Stayed in Tokyo for a week. Then Seoul for 7 days. Then back to Tokyo for another week. Splendid it was. As brilliant and fascinating as always. Tokyo I somehow knew already from my previous trips. Got friends there, know bars, concerts halls, secret indie and punk clubs, libraries, book stores, onsens and museums. Know how to get around. Where to watch baseball or soccer or local skaters. Know places like Shinjuku, Shibuya, Naga-Meguro, Ebisu, Shimo-Kitazawa, Hiroo, Harujuku and Daikanyama pretty well. Tokyo felt like home. Seoul was a new experience but equally awesome. Big, urban, well-functioning, livable, diversed, punk, rock, high, calm with cool brands, nearby mountains, green parks and wide rivers that one rarely finds in downtown Tokyo. Went to DMZ too, road trip from Seoul with Young, and walked as close to North Korean border as one can. Two days later Fake President Trump actually crossed the border. That American idiot. Back in Tokyo I saw Andres Iniesta play which was pretty cool. Learnt a lot on this trip. As a person, as a creative. Met old friends, made dozens of new ones, was very happy and almost too busy. In Tokyo especially it wasn’t vacation but mostly work. Some days I had 4-5 meetings a day around town. Met more than ten Tokyo-based advertising agencies, some very best and biggest in the world, the rest exactly the kinds of smaller and more independent rebellious indie-like agencies I was hoping to connect with. Also met with several film productions houses, design studios and Tokyo-based freelance-creative-artists (including the Brit who does visuals to Chemical Brothers etc. and another Brit who owns a production house with Simon Le Bon) who are already doing what I am hoping to achieve over there. Still not looking for a day job but aiming to get my independent consulting business running in Japan as well. Very interesting talks, encounters, plans and chats we had. Got, for example, in touch with some of the most talented people in Japanese creative scene such as the former Creative Director of Uniqlo who just started his own agency. Hopefully I’ll get to work with them as well in the near future. Got a local head hunter too who opened a lot of all kinds of doors and elevators. Including the one on the top of a certain Tokyo skyscraper that took me into writing/concepting a Japanese TV comedy. What all this means, both as a person and professionally, I don’t know yet. Except already now I understand more of life, branding and advertising than I did a month ago. That is brilliant. And sure, it seems like there could be a different kind of life waiting in Tokyo, Seoul or perhaps in both. Time will tell. Decisions will come. Not gonna plan too much. I never do. Back in Helsinki now until July 18. Then off to Copenhagen until August 2. Work and fun, fun and work there as well. Gonna meet my Danish clients even if most of them will probably be on holiday. That’s cool. So will I. Just hyvä.
126 THINGS I LEARNT AT CANNES LIONS 2018 BY JUST LISTENING
25 JuNE 2018
MONDAY
1. Be true to yourself.
2. Be true to your clients.
3. Don’t pretend to be anyone or anything else.
4. Always present the right work for the client and for the case, not for yourself.
5. Be nice.
6. Be a rock star.
7. Resist corporate culture. It will kill you.
8. Tell stories.
9. Don’t do what’s told.
10. Get out of the office.
11. Master the pop culture.
12. Earn every meeting.
13. Always get a reaction. Any reaction.
14. Don’t think about money.
15. Be unhireable.
16. Be happy.
TUESDAY
17. Take chances, cherish risks.
18. Fail big.
19. Celebrate failings.
20. Dream big.
21. Rather too big ideas than too small ideas.
22. Good creativity matters more than ever.
23. Bad advertising will die. As it should.
24. Do pro-bono. And do it well.
25. Pro-bono or not. Don’t give empty promises.
26. Creativity and storytelling can help saving the world.
27. Diversity is a blessing. For everyone.
28. It’s time to make diversity real. Finally.
29. Diversity is good for business.
30. Young people especially appreciate openness and transparency. And humor.
31. Future and present music business is directly to consumers.
32. Improvise.
33. Diversity is (also) a mindset.
34. Diversity is not throwing a brown face into a soda commercial.
35. Many Cannes Lions talks are great. Not all.
36. Stay curious.
37. AI is everywhere.
38. AI is strongly related to health.
39. AI is not yet very smart.
40. The #1 enemy of Trump administration, according to Trump, is American media.
41. Target your audience better. Targeting will change advertising.
42. No one can match CNN. Says CNN.
43. Nobody at Cannes Lions uses mobile apps chat.
44. Juice bars are cool and healthy. Until they force you to drink rum after 4 pm.
WEDNESDAY
45. Idea is beginning. Execution makes or breaks the idea.
46. Compromises will kill the idea. Always.
47. Clients should be brave. Not afraid.
48. Copying or at least borrowing or recycling old ideas is perfectly fine.
49. Still, don’t only copy but change the idea, use it.
50. If you don’t know what iteration means, learn it.
51. More responsible purpose driven brands are, in fact, better business.
52. Purpose and doing the right thing brings growth.
53. Know your suppliers. Be more like a friend or colleague for them than business.
54. You know your brand and product. Don’t compromise it.
55. Do not lie.
56. Financial independence for women is the key for a global change.
57. Stay pure. Stay true.
58. There’s ice-cream in Italy that is not ice-cream.
59. Everything is human business. Tech too.
60. Apple especially is human business.
61. Naomi Campbell is even smarter than expected.
62. No people working at Apple stores gets commission. They are there to help, not to sell.
63. Human connection is vital.
64. Intel marketing is coming.
65. Authentic approach is something that is and will be even more important in advertising.
66. On Youtube average ad watching time is 2 seconds.
67. Laugh makes good for people. And brands.
68. Lot of talk about data.
69. Bad advertising will die. Awesome.
70. Conan O’Brien was funny. And mentioned Finland. Torille.
71. In USA people consume different content 3 hours a day. On mobile.
72. 2-4 second ads will be a new norm. Sort of.
73. Johnny Marr had a very stylish shirt.
74. Sand still goes everywhere.
THURSDAY
75. Only 4 % of oceans are protected.
76. In Cannes Lions 2018 there were practically no recycling of plastic.
77. Evian will start to produce recyclable bottles by the end of 2019.
78. Unilever will aim to be more or less totally recyclable by 2025.
79. The world without plastic, unfortunately, is utopia. Trick is to recycle.
80. Plastic itself is not the devil.
81. Ocean can recover remarkable fast. All they need is a chance.
82. Do not only talk about problems. But solutions as well.
83. Always act out of passion, not out of responsibility.
84. Always ask where your fish comes from.
85. Amazon has more than 100 lobbyist in DC.
86. The craziest thing I have so far done here at Cannes Lions was to read a print newspaper on Facebook beach.
87. It’s people who do incredible things. Not tech.
88. Somebody needs to have a vision.
89. Japan is very different from most of the rest of the world in advertising also.
90. A brand can market a movie. At least in Finland.
91. Don’t put brand in the actual film. Anywhere. Placement is so last season.
92. Burger King was awesome.
93. Kentucky Fried Chicken (KFC) has been the best so far. Brilliant.
94. And I don’t only say it because Kentucky used to be my home.
95. What makes Burger King and KFC so good is humor, fun and self-irony.
96. Taking brand too seriously is almost always just sad. Don’t do it.
97. Don’t just give a presentation. Make it.
98. Usually one office handles your account better than six offices.
99. Warm weather is never too hot. Never.
FRIDAY
100. Ideas no longer care who invented them.
101. Just because you can do something does not mean that you should.
102. Be responsible.
103. We need to be careful with data.
104. Partnering is usually a good thing. In business too.
105. Strong eyebrows definitely are a good thing.
106. Toxic masculinity is also harmful for men.
107. It’s totally ok for men to wear shorts in business meetings.
108. Compassion is important. For everyone.
109. Compassion is also good business.
110. Femininity is good business.
111. Emotional intelligence is important.
112. So is empathy.
113. Be more feminine.
114. Every statement we make in beauty is actually a statement about culture.
115. Diversity is also something that should be make visible.
116. All skin colors, names and body shapes should be made visible.
117. Uber works in Cannes.
118. Beauty is more than looks.
119. It’s totally ok to wear makeup and be feminist.
120. No juhannuskokko here in Cannes.
121. Make-up can be a superpower.
122. Apple brought femininity into tech business and into tech.
123. Apple have been doing quit well ever since.
124. Cannes Lions really slows down after Thursday night.
125. There are no Icelanders here. There are all in Russia.
126. Morning swims are the best.