Will Ferrell in ‘Will Power’ x Lunar

As bold disruptors, Lunar and creative agency Åkestam Holst wanted to form a partnership with a Nordic-loving & Nordic loved, spokesperson who dared to deviate from the norm in fun and unexpected ways. Cut to a studio in Los Angeles with Will Ferrell, director Jake Szymanksi, a hawk, two mermaids and a pair of very large hands.

Talent Republic nurtured a collaborative relationship with Hollywood A-lister, Will Ferrell, otherwise not often convinced by commercial opportunities. The campaign ran across the Nordic region in various iterations, including an extended director’s cut, suggested by Will and Jake.

Talent Republic cast, secured and managed all Talent related aspects from concept to completion.

The challenge was to engage and inspire the Nordic people to view their financial agency in a new and exciting light. Lunar wanted to move people to venture away from old, traditional banks and cut through the noise of the start-up banking space with real authenticity and self-awareness.

The ambassador would need to surprise, delight and empower a young and intelligent audience. Self-awareness was key.

We wanted to honour the brand’s ethos and nationality by partnering with a world-class talent with ties to Scandinavia; someone with the integrity to be original, capable of self-reflection and in possession of an enlightened sense of humour. Lunar’s spokesperson would need to help inspire a revolution, therefore sustaining a strong connection to the Nordic region was critical.

Will Ferrell was the perfect partner for Lunar. He has mainstream, mass appeal, but goes his own way. He’s a comic genius with strong connections to Scandinavia through his Swedish wife, Viveca Paulin, and multiple passion projects based there.

It was a collaborative approach across all companies, creative and talent. Will Ferrell chose a directing and writing partner in Jake Szymanski, whose values and outlook aligned with the concept at the heart of the campaign. They developed the idea alongside the creatives, even evolving it beyond its initial scope with key additions to the Will Power arsenal.

Negotiations included: contractual agreements, advising and helping manage costs across every aspect from SAG, security, to publicist and glam.