Lives well lived

London – Finlandia Vodka’s latest campaign is anything but ordinary.

• Features people whose lives embody Finlandia’s ‘less ordinary’ spirit, and whose ages totalled 1,000 years
• Documentary-style film was shot by director Siri Bunford

1000 Years of Less Ordinary Wisdom by Wieden + Kennedy London has recruited some extraordinary characters to share their wisdom about life on the edge.

Cassandro, a Mexican drag-wrestler, and Sulo The Bearman make up an eclectic mix of people that includes a former double agent, an ultra-swimmer, a volcanic scientist and Game of Thrones’ Hafthór Júlíus Björnsson (who plays the character The Mountain in the series) sharing some of the most important things they have learned from following their passions.

‘The film’s nuggets of wisdom aren’t the usual saccharine and predictable set of platitudes,’ explains W+K London. ‘1000 Years of Less Ordinary Wisdom delivers life advice that could only come from those who together have truly lived 10 centuries of ‘less ordinary’.’

The Big Picture: This campaign is a perfect example of how brands have to stop thinking in terms of demographics and start looking at mentalities. Find out more with our macrotrend The Flat Age Society.