Musti Group

Tom of Finland, but with cats and dogs


The Finnish petcare brand Musti Group celebrates Helsinki Pride Week with a unique twist on the iconic Tom of Finland drawings. Instead of the familiar masculine characters that inspired artists like Freddie Mercury and Village people, the new artwork features cats and dogs wearing the well-known sailor and leather outfits.

The Finnish petcare brand Musti Group has published three pieces of art in the style of Tom of Finland. Instead of the usual masculine characters, the stars of this collection are none other than our beloved pets, cats and dogs. The three new drawings will be placed in outdoor media space all around the Helsinki capital region to celebrate Helsinki Pride Week.

The Finnish artist Touko Laaksonen, better known by his pseudonym, heavily influenced the late 20th-century gay culture. Musti Group’s campaign pays tribute to the cultural icon who paved the way for other LGBTQ+ artists, and whose drawings inspired performers like Freddie Mercury and Village People. The new drawings are made by the Finnish artist Kajo Rauni, and have the official licence of the Tom of Finland Foundation.

This professional campaign titled 'Tom of Finland, but with cats and dogs' was published in Finland in June, 2023. It was created for the brand: Musti Group, . This Print medium campaign is related to the Pets industry and contains 7 media assets. It was submitted about 1 year ago.


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