Because the reputation of pensions in Estonia has been dragged through the mud, we rebranded it for the future, and for investing in the future. And as Jarek Kasari puts it in his lyrics: the future is yours. That song became the spark that encouraged people to think about their future prospects – across TV, digital and radio, with the core message carried into out-of-home advertising.

A music-video-style clip driven by choreography that moves in precise waves. The clip opens with a man who appears to be born from the sand. In the song sequence, we used the diopter effect familiar from Bergman’s “Persona”, where characters positioned on different planes remain in sharp focus at the same time. For the clip, Chalice created a new master of the track along with fresh vocal parts.

To the creators’ knowledge, this was an unprecedented case: a client was happy to run radio spots as campaign teaser between ads, playing nothing but the campaign’s signature track — Chalice’s “Tulevik on minu päralt” — with no advertising message added at all. By law, the only requirement was to credit the buyer of the airtime; the remaining 30 seconds were pure music.