The Silent Finn
Marketing development:
Campaign concept
copywriting
print ads
Video
Social media
Merchandise
Production: Tukka Koski / Koski Syväri
Claim your own time
After the launch of The Silent Finn skincare range, the next challenge was to translate the brand’s silence into marketing and launch. The goal was to create a campaign that would communicate the same sense of quiet confidence and authenticity that defined the brand.
The campaign needed to stand out in a market full of visual noise and overcommunication while staying true to the idea of silence as power. Every touchpoint, from print to video, had to feel like a natural extension of the brand’s philosophy: refined, intentional, and distinctly Finnish silence.
Concept
The campaign concept, Claim your own time, captured the essence of the brand through storytelling. Instead of shouting to be heard, the creative focused on stillness/silence.
A key strategic choice was to leave the products out of the story. The focus shifted from selling to feeling, aiming to create an emotional connection rather than simply showcasing what the brand makes. Through space, and silence, the campaign invited viewers to pause, reflect, and experience the calm confidence at the heart of the brand.
The storytelling positioned skincare as a calm self-care, not as performance or vanity. The tone remained grounded and introspective, reflecting the Finnish mindset where actions speak louder than words. Through this approach, the brand communicated the purpose without ever needing to raise its voice.
Campaign Execution
Print Ads
Minimal layouts with generous white space and concise copy, such as “Time to shield your skin.” Nothing more was needed, allowing the viewer a moment to pause and think. The message was timed to appear when men begin to feel the change in weather and skin, as the air turns colder in autumn around October, making it both relevant and relatable.
Video Ads
The short films captured everyday moments in men’s lives when they are alone and doing nothing, such as shaving/chilling, or simply breathing outdoors. These scenes of stillness were paired with subtle sound design. Each video invited the viewer not to react, but to pause and feel.
Social Media
The social media strategy followed the same principle of silent presence. Content alternated between product details, textures, and short reflective quotes. The grid layout emphasized balance, quiet visuals, and natural rhythm. Paid activity focused on storytelling and earned reach rather than volume.
Results
The campaign strengthened The Silent Finn’s position as a calm and confident voice in the men’s skincare market. The creative direction and consistent tone helped the brand cut through digital clutter and connect with its audience.
The video and print content generated strong engagement across platforms, resonating with audiences through its calm and authentic tone. The campaign also gained earned media visibility in design and lifestyle publications, and the film series was awarded Best Films at the prestigious Grafia Vuoden Huiput Awards in Finland
