TINE | Wild north – Commercial film

TINE ASA | Wild North - Reklamefilm

Produsert: Spring 2023

Oppgave:

Brown cheese has become an important national treasure for most Norwegians – something we proudly mention in the same breath as the cheese slicer, the paper clip and the national costume. Now the Asian market has also discovered the iconic cheese, and brown cheese has in just a few years become a trend in South Korea, for instance, where it is served in desserts, on coffee and even on pizza. Norwegian milk is world-class in terms of quality, and TINE sees great potential for new growth for its dairy products in Asia. When they decided to build the TINE brand in Asian markets, thorough research work was carried out. The result is a brand platform in which the cold, Arctic environment and the Norwegian red cow take centre stage. Sølvrev was contacted to develop a brand new brand film specifically designed for the venture.

Løsning:

For the team behind the film, it was important to present TINE as a high-end brand in its expression, while at the same time telling a warm and human story that brought out all of TINE's qualities and inspired people to use the products. Director Sigurd Fossen and producer Christer Dyngeland therefore wanted to position the film's expression closer to other fashion and lifestyle brands than traditional dairy products, to create something beautiful that did not feel like a generic tourism advertisement for Norway. The excitement of the flavour had to come through clearly! The choice of location fell naturally on Lofoten, with filming taking place at Nergård in Vareid – a farm that has supplied TINE with milk since 1959. To capture the right feelings, the duo chose to use both the real farmers and actors. In total, three different films were to be produced in just three filming days, and an important principle for the film was the snow-covered mountains and magnificent nature – which led to the project being postponed twice to secure the right weather conditions. Despite its impressive look, the brand film was executed by a small crew who handled everything from script, communication outputs and project management through to filming, editing, music and grading.

Valget av location falt derfor naturlig på Lofoten, og opptakene ble gjort ved Nergård på Vareid, en gård som har levert TINE melk siden 1959. For å få frem de riktige følelsene valgte duoen å benytte både de ekte bøndene, og skuespillere. Totalt skulle det produseres tre ulike filmer på kun tre produksjonsdager, og et viktig prinsipp for filmen var de snødekte fjellene og den storslåtte naturen, noe som førte til at prosjektet måtte utsettes hele to ganger for å få de riktige værforholdene.