Welcome to Optimism

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After three years, four months, two weeks and six days, Hollie Newton is hanging up her sequinned book crit gloves.

It's truly a sad day.

But don't worry, there's a bronze lining.

Instead of lovely Hollie, you will be getting us — David and Ollie.

We hereby promise to do our best to fill her sparkly boots and jazzy frocks.

Just don't expect gardening advice.

So, if you want a book crit, drop us an e-mail.

It's [email protected] and [email protected].

And we'll be seeing you and your ideas soon.

Try not to bring us a book of just ads.

We like to see other stuff too.

Bring us tapestries if you're into tapestries.

Angry letters to flatmates and noisy neighbours are always fun to read.

Even funny text messages.

Whatever floats your boat.

Whatever you're passionate about.

It matters.

To the life less ordinary

If you are an avid reader of this blog you may well be aware of past Finnish adventures undertaken by W+K London's Brown Forman team. All in the name of research, of course.

Last week saw the completion of the new global repositioning work which is currently in transit to far corners of the globe. In this, our first work for Finlandia Vodka, we have capitalized on the less ordinary process and ingredients to make the vodka, and used it to help inspire a visual world that evokes a similar less ordinary attitude.

Or in the words of our creative director Mr Tony Davidson, "Finnish, quirky and focused on nature."

The print and posters include summer and winter executions that use the unique photography of Pierre Winther. His cinematic and slightly twisted quality helps shape the eclectic and alternative premium brand look.

So kick back, pour yourselves a shot (of Finlandia), and raise a glass to some work less ordinary. Kippis!

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