The city of Helsinki

Find something to do before someone else does

Campaign

Creative Planning

Digital Marketing

Storytelling

We inspired Helsinki’s youth to explore the city’s fun and affordable holiday activities by showing them what would happen if they didn’t make any plans and got caught bored—a holiday filled with chores. This approach playfully highlighted the exciting alternatives, motivating them to make the most of their time off instead of getting stuck with household.

Starting point

The City of Helsinki offers a wide range of activities for young people during school holidays. However, there is a lack of awareness about these fun and engaging opportunities.

Approach

Teens want to be in charge of their free time. Whether you’re a teen now or were one decades ago, you likely remember voicing, “I’m bored” around your parents and ending up with chores. We dramatized the suffering of teens burdened with housework during their free time, emphasizing the frustration of wasting precious moments on chores. Then we introduced a solution to the pain: the activities the city offers. Find something to do before someone else does.

Impact

In a city with approximately 37,600 teenagers, our campaign website received 71,285 visits from teens and their parents during the winter break campaign. This represents a 60.4% increase in visits compared to the previous holiday. The website served as a hub for information on all available activities, resulting in excellent turnout, with nearly all activities being fully booked.