Hyvä Apaja offers easy and delicious fish dishes for the everyday lives of Finns – bringing the best fishing spots within everyone’s reach. We wanted to create a suitable spokesperson for the brand who would convey the message about both new and existing products. Since responsibly caught fish is at the core of Hyvä Apaja’s products, a fisherman was the most natural and best choice as a representative.

Fishing is often associated with secrecy and suspicion, so we decided to create a completely new kind of fisherman using artificial intelligence. We cloned an actor’s image, voice, and gestures, resulting in AI Avatar Johan. Urban fisherman Johan stands out from ordinary fishermen with his ready-meal-oriented fishing tips, making him a long-term implementation for Hyvä Apaja that can be used in various formats, both long and short. So far, Johan has been used on TV, social media, and internal communications.