Goal

Järvikylä’s Pertsa is a new juicy and delicious lettuce that suits many tastes and budgets—in other words, the perfect everyday salad. Creative agency Trust designed Pertsa’s colorful packaging and concept. Karu had the pleasure of directing and producing a multi-channel campaign based on Trust’s script. The production included both video and photography, with distribution across TV, social media, streaming platforms, and in-store advertising.

Execution

The project kicked off with casting to match the script and finding a filming location that fit the Järvikylä brand. The product’s name, Pertsa, also refers to the main character of the spot—an ordinary, down-to-earth guy. We wanted to create a fun dynamic between Pertsa and the teenager serving as the narrator, with laid-back Pertsa discovering the world of salads under the teen’s witty commentary.

The shoot was carried out efficiently in a single day and at one location. Through lighting, we managed to give the spot—filmed in the middle of winter—a fresh, summery feel. Both the location and the actor were also used for the photography, which was done on set.

In post-production, we ensured with rhythmic editing that the story fit neatly into both 20- and 10-second ad slots. Numerous other versions and social media clips of different formats and lengths were also created in the editing process. A brand-consistent color grade tied everything together, from video to photography. The campaign’s release was handled by Trust.