The average Finnish workaholic puts in 70,000 hours of work during his or her 40-year career. In such a long period of time, there is time to think about work from many angles, especially since for half of Finnish workers, work is the most significant source of self-esteem. The most important statistic describing Finnish work says that for 90% of Finns, the meaning of work is related to good relationships and friends at work. To put it bluntly, workplace humor. When Finns talk about work, the topics usually move somewhere between constant enslavement and collective bargaining. Regardless of whether work is actually fun and safe. According to my theory, our agrarian and logging-oriented genetic heritage has not kept up with the pace of development, and the genre of our work story has remained to play the old minor chord that our ancestors left us as a legacy when they drained the swamp. When a Finn talks about workplace humor through this template, you can no longer really wonder why Finnish humor is such a relatively unique and exotic variety. A good example of this is a video that went viral on YouTube a few years ago, in which the summer boys of a local store set off what was perhaps the world's largest retail domino during an inventory run. Although the video was quite defiant in its own Finnish way, it used humor to address the brand of the chain in question quite insightfully. This memory always follows me when I shop at the stores of that chain, and I wonder what kind of mischief those boys in the back rooms and the shipping department are up to. We wanted to utilize this same style and feel when making the Dimex corporate video. Every example of workplace humor discussed in Dimex's corporate video is borrowed directly from real life. That's why the humor discussed in the video is always much more authentic than scripted sketch entertainment. So the lighter treatment of these work issues brought an angle to the presentation of workwear that seemed to fit Dimex's style like a glove. After these moments of humor, that 70,000-hour job doesn't seem nearly as joyless anymore. To these pictures and moods! -Antti Mäkelä / Unoam