How Finland’s Epic Equivalent of Saving Private Ryan Flipped the Branded Content Script.
The film relied on brand partnerships and became a national hit. In the case of Finland’s The Unknown Soldier, the filmmakers worked with Helsinki-based Hasan & Partners to develop a new way to work with brands, which helped augment additional, more traditional funding and grants. Where this was most useful was both in the creation of the film and its marketing, with well-known Finnish brands doing most of the heavy lifting. Instead of producers or studios footing the full bill, it was the brands that helped market the movie throughout the filmmaking process.