Helsinki has extended a personal invitation to Pamela Anderson to visit the city and reclaim her ancestral Finnish surname, Hyytiäinen. Inspired by Anderson’s Vogue Scandinavia interview, where she expressed interest in reconnecting with her roots, the city produced a short film featuring Finnish actor Janne Hyytiäinen.
Roadside billboards near Anderson’s Vancouver Island home reinforced the message. Though Anderson is not affiliated with the campaign, Helsinki hopes to show her a slice of Finnish life—including sauna culture—and explain how the name change could be possible.
So…:
How can you actively use heritage in your marketing?
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