Mr. Panini
Elämässä pitää olla makua
Life needs flavour
Context
Mr. Panini is a well-known Finnish fast-food brand with a familiar moustached mascot.
People knew the face from the logo. But they had never met the man behind the moustache.
Approach
We took Mr. Panini out of the logo and gave him a voice, a personality and a life of his own.
The idea came together in one line:
Elämässä pitää olla makua. Life needs flavour.
It connected the food, the brand and the character in one thought.
Mr. Panini became a living, dancing personality with his own style, attitude and moves.
We brought him to life through film, movement and a distinctive visual world, then adapted the campaign across Facebook, Instagram, TikTok, YouTube and Finnkino.
The character also lived in the moment on social media, appearing in seasonal and topical content throughout the year, from Easter and graduations to Christmas and other occasions.
Mr. Panini was no longer just the face on the packaging.
Now he had a life of his own.
My Role
Art Direction · Concept Design · Visual Design · Multichannel Production
Concept and campaign made together with my copywriter partner.
