The Estonia introduction video "Normal"

The video, created in collaboration between the Estonian brand and Optimist Creative, presents Estonia as we experience it ourselves: digital, safe, smart, and a fertile ground for future ideas. In a typically Estonian way, it can all be summed up with the word “normal” - something that visitors to Estonia often observe and admire with pleasant surprise.

The Estonian word "normaalne" ("normal") resonates throughout the video. "It’s something very Estonian that we ourselves often don't even notice, yet we use it when asked to describe life in Estonia. Estonians are not natural braggers, and "normal" might even sound a little boring but it usually means that things are actually very good. We thought it would be a fun way to introduce Estonia in a way that stays memorable and brings a small smile, both to ourselves and to others," said Carl-Ruuben Soolep, Head of Messaging for the Estonian brand.