Finland’s most recognized concept transforms into an epic Christmas story.
The “Life is Food” concept by S-market, along with its “This is not, this is” dramatization, stands as one of the most memorable communication concepts in Finnish history. The campaigns consistently achieve over 90% attention rates, cementing the concept as a part of Finnish pop culture. It has been featured in the popular Finnish comedy show Putous, the Fingerpori comic strip, and has become a frequent meme topic. A strong concept not only endures but thrives when expanded. So, for this season, we created an epic Christmas story that stays true to the concept.