Coop Arponen C:llä

Coop wanted to introduce its new product range. In a concept by Vapa Media’s Annukka Puttonen, the similarity between a musician’s name and the brand created a character who fell in love with the products and offered to become their ambassador. Puttonen also wrote the first season.

Product names and features provided the subjects for songs. A single character made it possible to introduce a wide range one product at a time.

For the second season, Tonto joined the writing team. Director Eino Manner and producers Juhana Salminen and Beda Anteroinen turned the HeVi fruit-and-vegetable section into heavy metal. Firefighters and a love song captured both the hardness and the heart of Heartmix sweets. Making music videos became part of the comedy, with behind-the-scenes episodes continuing the brand ambassador’s career.

Eino Manner directed both seasons. Tonto Helsinki produced the films and the campaign photography by Ville Salminen. Across two campaign periods, the TikTok videos received a total of 26.8 million views.

Explore the campaign on Instagram and TikTok.