Norlyn:
Get Comfy

Finland’s leading hosiery brand Norlyn and their brand ambassador, rock star Maija Vilkkumaa joined forces for a mission. Together, they wanted to empower women to feel comfortable and confident by introducing a wider range of female representation into pantyhose advertising.

However, it was imperative for Norlyn’s brand owners at the multinational Orkla conglomerate that the advert should not only promote this higher purpose, but the actual stockings, too.

Because Norlyn’s Comfy product line offers the most comfortable choice for all women in all situations, we wanted the advert to reflect the same kind of diversity and easy-going attitude. To achieve this aim, we created a concept titled Friday Evening which is radically “something else” than traditional pantyhose advertising.

We wanted to place the Comfy product into a relatable everyday context – instead of portraying other-worldly fashion models in a clinical studio setting. So, we arranged a relaxed afterwork get-together where a group of friends share an evening of comfortable friendship and bubbly fun. Every member of this group of pals just happens to be wearing Norlyn Comfy stockings – each embracing their own style and feel.

This way the concept seamlessly unites product-centric advertising and brand storytelling. We made sure that while each and every shot features a product from the Comfy line, the overall mood of the story never gets interrupted.

Finally, an expected guest arrives at the afterwork party – and eventually we learn it’s Maija Vilkkumaa herself. But at this comfy get-together, even Maija is not a celebrity looking down on others, but a comfortable woman among other comfortable women.

At Duran Creative, we value an efficient style of working. So, during a single day of shooting, we utilised the Friday Night concept to create a 20-second TV advert, shorter 10-second ads for social and streaming, and finally 6-second clips to be used in DOOH placements. And that’s not all: we also shot 10 still photographs to be used in socials, print, and other channels.

We were joined by the award-winning production house Askel Company and the rising directing skill of Silja Minkkinen to bring our creative concept to life. When planning the concept and executing it, we took great care in ensuring that all produced content could be used in multiple channels and long into the future. All creative materials are designed so that they can be rolled out in different seasons, depending on Norlyn’s commercial needs.

Friday Night was by no means the first instance of Norlyn, Maija Vilkkumaa and Duran Creative telling a shared story. Here you can immerse yourself in a previous brand film directed by the esteemed film director Klaus Härö in which Norlyn’s motto Rohkeasti oma itsesi / Truly You is personified by Maija Vilkkumaa.

But let’s give the final word to Maija herself:

“Being delighted in yourself.

Proud of what you are.

Joyful of those you get to be with.

That is comfy.”