TURNING A SHOESTRING BUDGET INTO 29 MILLION IMPRESSIONS
Through my independent agency, I spearheaded the Zombie Battery Recycling Campaign, a national initiative to raise awareness about the dangers of improperly discarded batteries. Despite a shoestring budget, the campaign achieved extraordinary reach and continues to leave a lasting impact on Finland’s recycling infrastructure.
Educating the public on the dangers of Zombie Batteries
The Challenge:
To educate the public on the dangers of "zombie batteries"—batteries that can cause fires when improperly disposed of—and motivate individuals to recycle, all with minimal funding.
Creative Solution:
Developed a memorable concept combining quirky, engaging visuals with serious messaging to make the issue approachable.
Utilized earned media to amplify the campaign’s reach, including TV public service announcements, social media, and PR outreach.
My Role:
Creative Lead: Crafted the campaign’s concept and messaging to balance humour with urgency.
Media Strategist: Maximized the impact of a limited budget by focusing on PR and partnerships for broad media coverage.
Campaign Supervisor: Managed the end-to-end process, from ideation to execution.
Impact:
Achieved 29 million views on a €50,000 budget in a country of 5 million people.
Secured extensive media coverage, making the campaign a household name.
HOME AS THE CENTER OF SOCIAL LIFE:
REPOSITIONING IKEA IN FINLAND
While working with N2, I developed a new communications platform for IKEA Finland, revitalizing the brand’s local image and transforming how Finns think about their homes. The concept focused on empowering people to see their homes as the center of social life in a culture where staying in is valued just as much as going out.
Repositioning IKEA Finland in a saturated market
The Challenge:
To reposition IKEA Finland in a saturated market and encourage audiences to feel inspired by their homes, following years of mundane and predictable communications.
Creative Solution:
Developed a data-driven concept highlighting Finns’ cultural preference for staying home and connecting with loved ones in a comfortable setting.
Created a platform that went beyond one campaign, setting the stage for years of communications built around this idea.
Executed a multi-channel campaign, including TV, digital, OOH, and print, with warm, relatable storytelling that resonated with Finnish values.
My Role:
Strategic Lead: Built the communications strategy from the ground up, leveraging local insights and audience behaviour.
Creative Supervisor: Oversaw the creative execution, ensuring consistency across all channels.
Impact:
Improved brand perception and increased engagement with Finnish audiences.
Provided IKEA Finland with a strategic foundation for long-term success.
Boosted annual sales and solidified IKEA as a modern, culturally relevant brand in Finland.
A NORDIC COLLABORATION TO HIGHLIGHT SMARTER CHOICES:
REVOLUTIONIZING COMPARISONS ACROSS SCANDINAVIA
In collaboration with Tillsammans Stockholm and Dentsu X Oslo, I developed a pan-Scandinavian campaign for Zmarta, promoting their loan and electricity provider comparison services. The campaign’s quirky Wes Anderson-style short films delivered the message with humour and charm, showing where making comparisons makes sense.
Comparisons that make sense
The Challenge:
To create a unified creative concept that works across multiple Nordic markets while standing out in a competitive comparison services industry.
Creative Solution:
Crafted a concept emphasizing the smart use of comparisons in everyday decisions, with a humorous twist.
Designed a series of visually striking films using Wes Anderson-esque aesthetics, colour palettes, and quirky scenarios.
Ensured that the campaign resonated across cultural nuances in Finland, Sweden, and Norway.
My Role:
Creative Director: Developed the Finnish execution of the campaign and aligned it with the pan-Nordic vision.
Team Lead: Worked seamlessly with international teams to ensure creative cohesion across markets.
Impact:
Launched a successful multi-market campaign, strengthening Zmarta’s brand position across Scandinavia.
Demonstrated my ability to lead international collaborations and deliver culturally relevant results.
TURNING LIMITATIONS INTO OPPORTUNITIES:
DELIVERING HIGH-LEVEL CAMPAIGNS WITH OR WITHOUT RESOURCES
During my time at Taivas Ogilvy, I led a pro bono sustainability-focused campaign for the Baltic Sea Action Group, designed to educate audiences and stakeholders about the critical environmental challenges facing the Baltic Sea. The goal was to create a visually striking and emotionally resonant piece that would crystallize the complex pollution crisis, making it accessible to a wide range of audiences.
The Challenge
The Baltic Sea’s pollution, caused by agricultural, industrial, and urban runoff, is a multifaceted issue that demands urgent attention. The challenge lay in crafting a message that could resonate with diverse groups—donors, researchers, policymakers, and local citizens—while operating with a zero budget.
The Creative Solution
I directed the creative vision for a film that used metaphor and stunning visuals to highlight the urgency of the situation, transforming a complex problem into a universal and impactful narrative.
To execute this project, I:
Ensured the creative execution served as a timeless foundation for understanding and action, rather than a fast-results campaign.
Collaborated with a network of pro bono contributors, bringing the vision to life despite resource constraints.
Provided leadership and direction to align the project with the Baltic Sea Action Group’s long-term goals.