Coca-Cola Finland has collaborated with renowned photographer Veikko Kähkönen to create the #AITO (#ORIGINAL) portrait series, which celebrates the 90th anniversary of Robert Woodruff's standardization of
The collection, featuring nine celebrity Finns, marks the history of the unique
Although the instantly recognizable red has been in use for more than 130 years, it was only confirmed as
Since September, all
Faces Behind the Collection
Coca-Cola Finland's goal with the original photo collection is to connect with Finns of all ages. Each celebrity shared their thoughts on originality, what it means to them that a person is authentic and why this is valuable.
Kähkönen's models in the series are from diverse backgrounds, and range in age from 19 to 80. They include 81-year-old Lenita Airisto, a well-known journalist, non-fiction writer and women's rights activist; top fashion model Zakarie Ali; rapper Cledos; journalist and columnist Tuomas Enbuske; footballer Mikael Forssell; actress and comedian Iina Kuustonen; vlogger Mansikkka; actor Mikko Parikka, and celebrity stylist Maryam Razavi.
Building on History
The campaign also builds on the heritage of the Helsinki Olympic Games in 1952, the year
"We wanted to do something surprising and different, and something that other brands have not generally done in Finland," says Thea Natri, public affairs and communications manager,
She adds, "The objective was to take pictures that create buzz -- different to those in traditional commercials, that capture moments in time as well as the true character of the person in the picture."
The #AITO series can be viewed in the digital exhibition at cocacola.fi/aito until the end of March 2019, and