Nelonen Media Live
Kesän parhaat storyt syntyvät livenä
The best summer stories happen live
Context
Nelonen Media Live needed a summer campaign that did three things at once: build the brand, pull a whole roster of festivals under one idea, and sell tickets to each event. It’s one of Finland’s biggest event organisers, with 20+ festivals, concerts and cruises a summer, from Rockfest and Tammerfest to Kuopiorock, Suomipop and Wanaja Festival.
Approach
We live so much through screens now that being there can feel optional. “Kesän parhaat storyt syntyvät livenä”, the best summer stories happen live, gave the whole summer one idea. Strong enough to build the brand. Flexible enough to sell tickets.
Execution
We split it in two: a brand campaign and a tactical, ticket-selling one. It ran right across Sanoma’s network, on Nelonen Media’s TV (Nelonen, Liv, Jim, Hero) and radio channels, in print from Helsingin Sanomat to Satakunnan Kansa, and on Supla, Meta, YouTube and DOOH.
Outcome & Role
It worked on both fronts, building the Live brand and selling tickets. The price-led message landed and sales were strong. The client saw it as a real step up, and the visuals pushed the look in a more modern, international direction.
I made almost all of it myself, from art direction to the final cut, and directed the selfie shoots. A sound designer handled the audio.
My role: Art Direction · Concept Design · Visual Design · Multichannel Production · Video Editing
Concept and campaign made together with my creative partner.
Related work: Nelonen Media Live - Christmas »
Brand campaign
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Tactical campaign
