Finnair X Roxette

Creative idea

The background noise in an airplane cabin has an effect on the taste experience. The low humming sound enhances bitter and umami tastes, while sweet and salty tastes are reduced. Finnair’s Hear the Taste concept focuses on soundscapes that have been tailored to enhance and balance out our in-flight culinary experience. In Sweden, the music industry is legendary. We decided that we wanted the Swedish launch to happen with the biggest music brand possible. So, we took the Roxette’s hit, “The Look”, and built tailored soundscapes for our inflight dishes together with Roxette and a professor of molecular gastronomy.

Brand name: Finnair
Advertiser / client: Finnair
Product / service: Finnair inflight meal experience / Hear the taste
Campaign name: Finnair X Roxette
Agency network: J. WALTER THOMPSON
Agency: Mirum Agency Oy, Helsinki
Additional company: El Camino
Web address: https://experiencethis.live/projects/finnairxroxette
Executive creative director: Lili Ermezei
Creative director: Juuso Kalliala
Art director: Jarno Lukkarila
Copywriter: Juuso Kalliala
Designer: Mya Rydman
Account director (agency): Vanessa Bade, Account Director & Piia Tuomola, Project Manager
Client account director: Johanna Jäkälä, Susanne Nyman, Tarja Runsten / Finnair
Managing director: Arif Samaletdin
Strategic planner / strategist: Lili Ermezei
Photographer: Juha Mustonen
Film production: Mirum Studio
Director: Andrei Alén
Music: El Camino
Post production: Mirum Studio
Additional company: Dagmar / Media agency Relatable / Influencer agency Agency / PR agency