Straight outta Tampere

BANG Agency was tasked to create and implement a brand strategy campaign for the Finish IoT company Wirepas. Competitors communicate generically and are extremely function-driven. Wirepas, therefore, needed a unique and distinctive communication concept and strategy.

The strategy was to position the company as a challenger, so we wanted to depict Wirepas as something the other players weren't. Wirepas is a company from Finland – a cold, dark country in winter where people have to work hard – so we quickly picked up on the value of authentic Finnish culture and built on that. This is where we came up with the idea of Ville's mom, the ultimate spokesperson for Wirepas. She is happy to boast loudly and at length about her son (Ville Kaseva, Wirepas CTO) and his company's exploits. Because she wants to and can, she is a mom, after all... She's always there, as a good mom should be. And she's happy to lend a hand whenever she's needed: making coffee and, of course, letting everyone know when she thinks it's time to "get shit done." The mood is twisted and a bit exaggerated. Finland seems to be this strange country up North where people are pretty eccentric. But they seem to be very honest and hardworking too. We are not making a too obvious comedy - the mood is just a little crazy.