Goal

Diili (The Apprentice Finland) is a hugely popular competition reality show where Jaajo Linnonmaa searches for new leaders for his businesses. Contestants tackle business-related tasks until only one remains: the person who makes the deal of their life.

The highly anticipated 5th season of Diili needed marketing materials worthy of its reputation. Nelonen Media Creative team came up with and scripted the Catch Me If You Can-inspired concept Catch the Deal if You Can! Karu’s team of Diili fans had the honor of bringing the idea to life. The project made creative use of Karu’s diverse expertise—from filming to animation.

Execution

The marketing campaign needed to feature familiar faces for the audience: Jaajo Linnonmaa and his advisors Amel Gaily and Toni Lähde. At the same time, the Catch the Deal if You Can concept relied heavily on animation. The execution was therefore designed as a seamless mix of live-action footage and 2D animation.

Filming took place at Sanomatalo, where the iconic Diili boardroom scene was recreated. The camera—and by extension the viewer—was placed in front of Jaajo, Toni, and Amel as Jaajo told a story about a certain job interview (which bore a suspicious resemblance to the Diili competition). The transition between live footage and animation was made as seamless as possible at both the beginning and the end of the spot. This way, the story came to life not only through Jaajo’s narration but also through playful animation.

Both production and post-production accounted for the large volume of deliverables, from different aspect ratios to varying lengths. Nelonen Media Creative handled the distribution. Viewers can spot this dynamic promo on bus stops, social media, radio, and Nelonen’s TV channels.