What is Brave Enough To Ride about?

Brave Enough To Ride is a 2017 campaign from the Ministry of Foreign Affairs of Finland, created by the agency Lucid and launched in the Finnish public service market. The campaign centers on the fast-growing hobbyhorsing movement, a youth-driven activity where participants craft and ride hobby horses in events inspired by real equestrian sports. Through a short film and a collaboration with leading Finnish fashion labels, the campaign celebrates the courage and resilience of hobbyhorsing enthusiasts. Positioned under the #BraveEnoughToRide banner, it aims to empower individuals to embrace unconventional passions and highlights the Ministry’s support for innovative cultural expressions.

What creative device does Brave Enough To Ride use?

Brave Enough To Ride employs the Associated User Imagery format, as classified by Clapboard’s 12-format taxonomy (FORMAT#10). This creative device focuses on showcasing real hobbyhorsing enthusiasts, positioning them as relatable or aspirational figures for the target audience. Rather than relying on a traditional product or problem/solution narrative, the campaign invites viewers to identify with the courage and individuality of the participants. By featuring authentic user profiles, the film fosters affinity and aspiration, aligning the Ministry’s message with the lived experiences and values of its intended audience.

What is the campaign proposition for Brave Enough To Ride?

The campaign proposition for Brave Enough To Ride positions the Ministry of Foreign Affairs of Finland as a champion of unconventional cultural movements that embody courage and resilience. By aligning with the hobbyhorsing trend—a grassroots, youth-driven activity—the campaign extends the Ministry’s value proposition to one of empowerment and cultural pride. It communicates a promise of encouragement to individuals who pursue their passions despite societal expectations, reinforcing themes of boldness and perseverance. This strategic stance not only celebrates Finnish cultural identity but also broadens the Ministry’s appeal to a younger, creatively minded demographic.

How does Brave Enough To Ride rank in Clapboard's archive?

Brave Enough To Ride holds a Clapboard Campaign Score of 76/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, the quality of its execution, and its cultural relevance within the public service sector. The rating is issued by Clapboard as part of its curatorial authority in cataloguing and contextualising global advertising work.

Who are the competitors in Ministry of Foreign Affairs of Finland's category?

In the public service communications landscape, the Ministry of Foreign Affairs of Finland competes with several Nordic institutions. The Swedish Ministry for Foreign Affairs is recognized for its integration of cultural diplomacy with innovative digital storytelling and sustainability messaging. The Norwegian Ministry for Foreign Affairs differentiates itself through peacebuilding, human rights advocacy, and narrative-driven campaigns focused on international development. The Danish Ministry for Foreign Affairs emphasizes transparency, citizen engagement, and international cooperation. Additionally, the Finnish Ministry of Education and Culture and the Nordic Council of Ministers contribute to the competitive field by promoting national identity, youth culture, and cross-border collaboration through compelling public interest storytelling.

This Ministry of Foreign Affairs of Finland campaign fuses hobbyhorsing culture with high fashion — Clapboard's Global Ad Archive.

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Description

Brave Enough To Ride, the Ministry of Foreign Affairs of Finland’s campaign conceived by Lucid and published in the Public Service market category in 2017, leverages Finland’s rapidly growing hobbyhorsing phenomenon as the locus for a potent, culture-forward brand narrative. At its center stands a short film that fully commits to the real user experience, casting hobbyhorse riders not as novelties but as authentic, aspirational figures whose resilience and communal spirit reflect the broader ambitions of Finnish society. Rather than defaulting to product attributes or traditional features, the campaign expertly deploys what Clapboard's taxonomy would classify as FORMAT#10—Associated User Imagery, foregrounding real participants to establish both relatability and aspiration. By aligning with the burgeoning hobbyhorsing community—thousands strong across the Nordic region—the Ministry signals a progressive stance, positioning itself as an advocate for non-mainstream passions and innovative cultural identity. The collaboration with leading Finnish fashion labels to create a limited edition urban apparel collection does more than capitalize on the visual eccentricity of hobbyhorsing; it recasts the hobby as a stylish, genre-transcending act of bravery, inviting viewers to consider what it means to be courageous in the pursuit of unconventional interests. Under the campaign’s rallying banner #BraveEnoughToRide and the evocative call to action Are you brave enough to ride, the messaging sidesteps earnest advocacy and instead issues a bold, inclusive challenge to the audience, flipping the narrative from tolerance to admiration. This approach taps into the global appetite for stories of creative subcultures, but does so with a distinctly Finnish visual and cultural sensibility, making the Ministry’s public diplomacy efforts feel fresh and relevant. Clapboard rates this 76/100. For brand-side marketers and agency creators, Brave Enough To Ride stands as a compelling lesson in embracing fringe movements to redefine national identity campaigns, especially when those movements are translated visually and narratively with both authenticity and style.