This weekend saw the annual Nordic International Film Festival (NIFF) award ceremony take place in New York, celebrating the festival’s 10th anniversary and the announcement of a new award for 2024 with presenting partner Absolut Vodka.
The Spirit of Positive Change Award recognises filmmakers who strive for progression and positive change in the film industry by promoting diversity, highlighting underrepresented voices and challenging stereotypes.
Image courtesy of Absolut
The evening was filled with independent Nordic and international films, each showcasing the best of creativity and inclusivity, a common ground for both NIFF and Absolut. However, only one winner could take home the new award. Giancarlo Martins, Creative Content Director of Marketing from The Absolut Group,presented Kirsikka Saari with the award for her film Fat Dance which the jury felt represented the true meaning of what it is to bring positive change to the film industry.
The jury selected Fat Dance by Kirsikka Saari for its bold challenge to stereotypes and promotion of diversity. The film highlights underrepresented voices, showing how narrow roles for women persist in both dance and film. By focusing on self-acceptance and breaking traditional norms, Fat Dance inspires positive change in the industry through fresh, inclusive storytelling.
Image courtesy of Absolut
Speaking at the event Kirsikka Saari, Screenwriter and Director of Fat Dance from Helsinki said ““I’m really happy and honored about this. We’ve all heard so many times that we should accept ourselves the way we are – but my main character Evaleena shows that it’s actually a radical thing to do.
Making this film challenged my own thinking and showed how narrow role women still have both in the dance scene and on film screens. It’s time to see more diversity in films – and I believe that it would help us to tell also fresh stories. Making this film wasn’t always easy. Still it was so much fun, thanks to my main character Evaleena’s frenetic vigor, humor and the determination to change things. The biggest thanks goes to her!”
Linnea Larsdotter Mikkelä, Founder and President of NIFF “Being a Nordic film festival in New York it is our duty to commit to a diverse and inclusive experience. Because the Nordic region is less of a monolith than one might think, but also because our home is here, in this gorgeous melting pot of cultures, and that gives us the opportunity to share stories with each other that you might never have come across otherwise.”
Image courtesy of Absolut
One of NIFF’s core missions is to highlight the diversity of the independent filmmaking community and Absolut is a long-standing advocate of inclusivity and representation, believing that when we mix different people, places and ideas, we can create a better, more open and inclusive world. These shared values inspired the brands to create this new award, giving a platform for those helping bring about positive change in the film industry while inspiring others to continue doing so.
Deb Dasgupta, Global Marketing VP at Absolut Vodka, said “It’s an “Absolut” privilege to present Kirsikka Saari and Fat Dance with The Spirit of Positive Change Award, recognizing their bold strides in reshaping the film industry. At Absolut, we’ve always believed that the most inspired creations come from mixing – ideas, identities, perspectives, and, of course, drinks. When we mix, we make magic. The work at NIFF’s 10th anniversary festival brought a much-needed splash of diversity to the filmmaking canvas, and with our shared vision of driving inclusion and representation forward, this partnership wasn’t just natural – it was inevitable.”
©2024 Absolut, Nordic International Film Festival (NIFF)
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