Masku – Maskuvaikeuksia

People can have strong opinions about a furniture shop they have never visited. Kaski’s brand campaign explored the gap between the positive experiences of Masku’s customers and other people’s perceptions of the chain. Those prejudices got a name: maskuvaikeudet, or trouble with Masku.

Tonto Helsinki produced two commercials and the campaign’s radio ads. Director Tuukka Harala gave the films the credibility of relationship drama: familiar people, restrained emotions and awkward moments. When the subject turns out to be Masku, everything takes on a new meaning. The viewer has already jumped to conclusions. Just as we do with prejudice.