BuyThis! Branded Entertainment Format

As Creator and Executive Producer of Buy This!, I developed a branded entertainment sitcom set in a fictional ad agency where real brands became part of the storyline and campaign output. The true innovation lay in its business model: brands pre-purchased integrated media packages—securing a role in the show, campaign development, asset production, and a two-week TV buy—before scripts were written. This reversed the content pipeline, aligning entertainment and marketing from the outset. Launched in Finland, it became the country’s third-most-watched TV show, was adapted in seven markets via Fremantle Media, and earned honours from Cannes Lions, ADC Tomorrow, and Eurobest.