What it had to solve
A Finnish tourism brand needed a campaign around its most overlooked quality — how the landscape smells — without slipping into ordinary tourism-film language.
The idea
Film star Lambert Wilson plays a deadpan recruiter hunting an exceptional nose to smell whether the archipelago really is Earth's best-smelling destination.
How it works
Shot on location in the Turku Archipelago in mid-August by Breakfast director Jan Sederlöf, with Wilson playing the assignment entirely straight against sea, pine forests and sun-warmed rocks; the wider project brings the selected Nose to Finland in 2027 to explore and document the region's scents.
What it did
The hunt is on: the film anchors 'Get a Nose Job' and LBB gave it a feature, with the winner due in Finland in 2027 — no measurable results reported yet.
Background
Visit Turku Archipelago has declared itself the best-smelling destination on Earth — and is hiring someone to check. 'Get a Nose Job', created by United Imaginations and produced by Breakfast, is a recruitment mission for a person with an exceptional sense of smell, fronted by French film star Lambert Wilson as a grave, elegant recruiter conducting an international search.
Director Jan Sederlöf built the comedy on restraint rather than punchlines: Wilson plays the absurd assignment completely straight, with the Finnish archipelago itself as co-star — sea, pine forests, sun-warmed rocks and apple trees treated with documentary seriousness. 'We were lucky to get him on board, and to watch him act, quite literally, with every pore,' Sederlöf told LBB. The production filmed in mid-August golden light, choosing the most beautiful locations over the easiest to reach.
The film resists the familiar grammar of a tourism spot and sets up a longer story: the selected Nose will travel to Finland in 2027 to explore and document the scents of the region. Wilson, for one, came away converted, describing 'the unexpected quality of the air' and a place where 'one can rediscover the simple pleasures of breathing and smelling'.
Why it lands
Every destination claims beauty; almost none claims smell, so the archipelago's most overlooked quality became its differentiator.
Playing the premise deadpan — a serious recruiter, a cinematic leading man — lets the joke land without mocking the place.
The recruitment format stretches one film into a years-long story, ending with the winner's 2027 scent-documentation trip.
Executive producer Henkka Hämäläinen said a compact crew let the production show the archipelago's real beauty rather than defaulting to accessible locations.
What you can take
Turn an unprovable boast into a hiring problem: recruiting someone to test the claim makes it concrete, funny and worth a news cycle.
Since then
As of early October 2026 the search for the super-smeller was live, with the winner due to travel to Finland in 2027 to document the region's scents. LBB's feature (published 5 October 2026) carried the film and production credits; no applicant numbers or campaign results had been reported.
FOLLOW THE EVIDENCE