Searching for Local Heroes
Sol beer is about ‘Espiritu Libre’ – free spirits, who follow their hearts and inspire others to do the same. The global Sol Local Heroes campaign celebrates these people by telling their stories around the world. We gave the concept a Finnish twist by turning the search into a documentary – finding four unique stories: Pauli Hakala, the country’s first custom surfboard maker, Outi Pyy, a ‘trashionista’ specializing in recycled fashion, Tebian, an artist capable of producing just about anything, and Street Gastro, the two guys who kick-started an urban street food revolution. The films are directed by Sam Shingler.