THE CHALLENGE

Helsinki’s cultural centers were marketing events independently, leading to fragmented communication and inconsistent visibility. The challenge was to unify these efforts and create a clear, impactful strategy that would help residents connect with their local cultural scene.

THE APPROACH

I saw an opportunity to turn the centers’ diverse programming into a strength. The concept Quite Surprising focused on the unexpected and intriguing aspects of each event. Every ad had a consistent format: an eye-catching headline, a surprising fact, and key event details. I aligned the campaign with Helsinki’s visual identity to create a cohesive style across outdoor posters, digital displays, social media, and printed materials. 

THE OUTCOME

The campaign made it easier for Helsinki residents to discover and engage with local events. It stood out across the city, with ads receiving positive feedback. A paid digital campaign with Sanomat was so successful they used it as a case study. The project not only improved visibility but also strengthened the cultural centers' identity as a connected, city-wide experience, and energized our team with a new, strategic way of working.