DOMINO EFFECT

Role: Creative Direction & Art Direction

Company: SAMY Nordics

Client: Fazer

Countries: Finland & Sweden

Year: 2025

BACKGROUND

Domino - Finland's most iconic biscuit - has been a beloved staple on Finnish coffee tables for over 70 years. But even the most cherished classics need a fresh perspective now and then. That's why Domino wanted an evergreen content approach that keeps its core product relevant year after year.

The goal? To remind everyone, especially younger audiences, that Domino isn't just for coffee breaks.

It's just as perfect shared on the couch during movie night, passed around at house parties, or enjoyed wherever good times are had.

APPROACH

We believe good things spark more good things - and our biscuit is the one that starts it. A domino effect of positivity, set in motion by a simple push. In our content, cookies topple through the city, spreading good vibes until they reach someone who just needs that little nudge to be their best self. It's more than a biscuit — it's the biscuit with the effect.

Channels

Instagram, TikTok, TVC (Finland)

Content

Channel-specific versions of video assets with adjusted durations. Social-first always-on content with influencer host.