Responses by Brandenburg
Background: The main goal of this two-minute spot was to promote Icelandic quality fish and to increase its value in markets abroad. Icelandic fish is a premium product and we want it to be recognized as such. Icelandic fish should be the consumers’ first choice aside from fish in their home market. This campaign was aimed at health-conscious parents and foreign travelers in Iceland with a special emphasis on British and American consumers.
Reasoning: Throughout the centuries, fish has played a major role in the lives of Icelanders —it has even kept us alive in dire straits. Like we have Oktoberfest in Germany, Beajoulais Nouveau Day in France and La Tomatina in Spain, we wanted to create our own kind of celebration. The budget was limited and, from the get-go, we were determined to use humor as a way to get our message across. So we created our own celebration called Fishmas, and we celebrated it twice a week with Father Fishmas as its star.
Challenges: High tech, sustainability, the legacy of Icelandic fish and purity were the four main properties of the product that we wanted to incorporate into our story. But it doesn’t sound that fun or humorous! So, our challenge was to incorporate those properties in an interesting, simple and quirky way, and we think we succeeded.
Favorite details: We managed to create an intriguing and funny story without compromising the credibility of the fish products. The topic is somewhat serious, so we are content that we were able to do it in this manner.
Visual influences: This project is, for obvious reasons, influenced by Christmas with all its traditions, stories, characters, motives, music and feel. We adapted that well-known world to our Fishmas, gave our new festival a somewhat Christmassy feel, i.e. “Christmas with abundance of cod.”
Anything new: In times of COVID-19, a new approach had to be made. The fish industry has very strict rules and even more so at times like these. That caused some complications and called for some extra planning. Also, the group scenes had to be carefully executed. For example, the actors and crew had to be separated into different groups. This project certainly called for resourcefulness and new solutions.