Every project tells a story—not just about the brand, but about the values, insights, and creativity that drive it. From global campaigns for brands like IKEA and Audi to transformative strategies for Nordic leaders like Visit Finland and Kotipizza, my work combines creativity, data, and human-centered thinking to create meaningful results.

Here is a selection of projects that demonstrate the breadth and depth of my experience: from crafting bold campaigns to inspiring audiences through innovative storytelling.

Lovely to be home

Client: IKEA

Problem/Task: IKEA had lost its touch with the Finnish audience. Our task was to to find a way to rekindle the spark between IKEA and Finns.

Insight: Finns love cocooning, but they feel the pressure of being social and active beyond their homes.

Solution: Based on the insight, we crafted a communication concept ‘Lovely to be home’ that showcases an extensive range of possibilities to remain socially engaged and actively involved within the comfort of their own homes.

Results: IKEA's new approach led to a 4.1% sales boost and a remarkable 30% increase in online sales.

Agency: N2 (WPP)

My role: Creative strategy

Don’t compare children. Compare loans.

Client: ZMARTA

Problem/Task: Create a concept that showcases the advantages of using Zmarta.

Insight: Comparing children, traumas, or even your current partner to an ex can lead to unnecessary conflicts. However, there are situations where making comparisons can actually be a wise decision.

Solution: Comparing loans and electricity providers can save you both time and money. That's where Zmarta comes into play.

Agency: Taivas Ogilvy, Tillsammans, Dentsu

My role: Creative Direction, Strategy

Treadmill Talkshow

Client: EUROBEST

Problem/Task: Improve creativity by exploring a fresh perspective.

Insight: Have you ever experienced the incredible surge of creativity that comes after a rewarding run? If so, you are definitely not alone. Scientific studies and research have consistently shown that physical activity has a profound impact on our creative abilities. In fact, just a mere thirty minutes of exercise can significantly enhance our creativity for hours on end.

Solution: This concept was vividly brought to life during my exhilarating session entitled "Treadmill Talk Show" at the prestigious Eurobest event.

Results: The electrifying atmosphere and tangible evidence of creative sparks flying left the audience in awe, as they witnessed firsthand the undeniable connection between physical activity and enhanced creative thinking.

Agency: N2 (WPP)

My role: Speaker, Strategist

Nobody survives without oxygen

Client: BALTIC SEA ACTION GROUP

Problem/Task: The Baltic Sea is incredibly polluted, with oxygen levels at a 1,500 year low. This has caused a huge dead zone as big as Ireland.

Insight: People are aware about the situation, but might not fully grasp or realize how important and urgent it is.

Solution: We challenged popular Finnish influencers to see how long they could survive underwater without oxygen.

Agency: Taivas Ogilvy

My role: Creative Direction, Strategy

Authentic Connections

Client: DNA TELECOM

Problem/Task: Create a marketing concept highlighting the features of the products.

Insight: We discovered that the majority of the target audience finds influencers relatable and authentic, making their opinions highly valuable.

Solution: At the core of the concept lies the true personality of the influencer and the genuine value the device, whether a mobile phone or a laptop, brings to their life.

Agency: Taivas Ogilvy

My role: Creative Director, Strategy

Sounds like Cleantech

Client: BUSINESS FINLAND

Problem/Task: Create a marketing concept that highlights Finnish cleantech innovations for an international audience.

Insight: Finland, celebrated for its cleantech advancements, showcases world-class innovations. Yet, effectively conveying their complexity poses a challenge.

Solution: We decided to translate Finnish tech jargon into a language everyone understands: music. Collaborating with musician Iiro Rantala, we created a stunning composition reflecting different facets of Finnish business innovation.

Agency: N2 (WPP)

My role: Strategy, Concept

Reversing Tides

Client: BALTIC SEA ACTION GROUP

Problem/Task: The Baltic Sea is heavily polluted, mainly due to waste from population centers, industries, and agriculture that flows into the sea through various rivers. Since the water exchange in the Baltic Sea is slow and it is connected to the oceans through narrow Danish straits, pollution not only harms the seafloor and shores but also creates mushy coastal waters, especially along the Finnish coast.

Insight: The pollution in the Baltic Sea has reached a critical point, and urgent action is needed to address and reverse the damage we have caused.

Solution: A film crafted to raise awareness by depicting a elusive issue in crystallized form.

Agency: Taivas Ogilvy

My role: Strategy, Creative Director

Zombie Batteries:

Turning a Shoestring Budget into 29 Million Impressions.

Client BATTERY RECYCLING

Problem/Task: Lithium-ion batteries are commonly used but not recycled enough. To avoid danger, used batteries should be recycled separately, as they can explode if mixed with other trash. Our task was to create a campaign aiming to educate the public and promote proper battery recycling.

Insight: Battery recycling is considered low interest, so in order to get the public's attention, we had to make the topic approachable.

Solution: We opted to infuse the core message of the campaign with elements from classic zombie movies. Much like zombies, lithium batteries can awaken and cause chaos.

Results: The campaign exceeded expectations, reaching 28.6 million people and generating 59 news stories in prominent Finnish media outlets, including YLE, Ilta-Sanomat, Kauppalehti, MTV News, and Huvudstadsbladet.

Agency: Porpoise

My role: Strategy, Creative Direction