Success is a really weird thing
We wanted a narrative and tagline that really connected people with the message of the brand. Something relatable across all age groups, sexualities and genders. Looking at Antti’s own career, much of his success came only when he finally dared to do things his own way, not trying to please others and living up to their expectations. We often fear things within ourselves that we believe other people would judge as weird, different, or abnormal, when in truth those very things could prove to be our best assets. In this, we found a universal truth that everything we now consider normal was once, in fact, considered strange. That great was never normal.