The Dove of Peace

Finnish chocolate brand Fazer harnesses its packaging to respect peace. This minimalistic yet powerful ad proves that a picture is truly worth more than a thousand words.

December 6th marked the 105th Independence Day of Finland. The date also marked the first Independence Day when the peace acquired over a hundred years ago could not be taken for granted. Finnish chocolate brand Fazer’s ‘Dove of peace’ ad emphasizes the importance of peace with an execution that speaks for itself.

The Dove of Peace ad created by brand house SEK for Fazer takes a stand for the good in the prevalent world situation. The peace, which once was a no-brainer to all Finns, is no longer self-evident. As one of the most distinguished brands in Finland, Fazer wanted to use their platform to speak out.

– This year has been like no other. We’ve had to think about the meaning of peace in a completely new way also in Finland. The 131-year-old Fazer has seen Finland become independent and the brand has been closely involved in Finland’s history with all its twists and turns. Thus it felt very natural to highlight the importance of peace during these times and we are glad how SEK’s execution came out, Fazer’s Vice President, Communications, Liisa Eerola explains.

The ad reflects an image of a dove of peace folded from the Fazer Blue Chocolate wrapper. The iconic blue packaging in the form of dove sparked discussion on the cover of Finland's biggest magazines, Helsingin Sanomat and Hufvudstadsbladet, while also turning heads on several outdoor surfaces in the streets of Helsinki.