Alko
Alko Today Hundreds of reasons, one place to tell them
Context
Alko wanted to show why the Finnish alcohol sales system is worth keeping, to customers, partners and decision-makers.
The problem: no single line could do it. Alko has two roles at once. It builds drinking culture and good service, but also carries public responsibility for health and the law. Too much for one claim.
It also had to live beyond one campaign: light enough for the website, social, stores and everyday customer contact.
Approach
The insight was simple: Alko did not have one reason to exist. It had hundreds.
So we made that abundance the idea. Alko Today became a place for many small reasons instead of one big claim. Each one could stand alone as an article, a social post, an in-store moment or a small campaign.
Execution
We built alkotanaan.fi, a light site made to hold a lot and grow over time.
The structure had three levels: the big picture, themed groups of reasons and the single reasons themselves. The first phase focused on the big picture and the stories. The themed groups were saved for later.
We made 20 short articles from interviews with Alko’s own experts. Each had its own moving visual, built to work as both video and still.
The look used Alko’s existing materials and image bank, plus new footage shot for this. It was made for social, digital screens, stores, presentations and other everyday uses.
Outcome & Role
Alko Today turned a story with no single message into one place to tell it properly: what Alko is, why it exists and how it works today.
Not a campaign with an end date, but a system that keeps growing. It launched in spring 2023 with a broad social push.
My role: Art Direction · Concept Design · Visual Design · Multichannel Production · UI Design · UX Design · Video Editing · Directing
The concept and campaign made together with my copywriter partner.
