YTK
MINUSSA ON MAHDOLLISUUKSIA
There is potential in me
Context
After YTK updated its strategy, it needed a bigger marketing idea for the years ahead. Something that would make YTK feel more human, active and modern in working life.
The idea also had to hold many different campaigns, content pieces and member acquisition pushes under one roof.
Approach
“Minussa on mahdollisuuksia”, there is potential in me, was built around freedom, individuality and possibility.
Everyone has the right to use their skills and build working life in their own way. That was the thought. It needed to feel like something people could own, not something an institution was telling them.
So we built the world around people, hand-drawn illustrations, energetic colours and bold storytelling.
Execution
It started with the “Minussa on mahdollisuuksia” manifesto, then grew into several launches, including Potential Stories and Potential on Standby.
I led the visual direction, directed and edited the films, and designed the campaign site. It ran on Facebook, Instagram, GDN, YouTube, radio and YTK’s own channels.
Outcome & Role
One idea that kept growing, from manifesto to stories, content, a theme day and new members. It let YTK talk about work and security through people, not as an institution telling them what to think.
My role: Art Direction · Concept Design · Visual Design · Multichannel Production · Video Editing · Directing
Concept and campaign made together with my copywriter partner.
Related work
Mahdollisuuksien päivä 18.9.
The Day of Possibilities
The idea also grew into The Day of Possibilities. On that day, YTK opened applications for a €10,000 grant for full members. As a brand gesture, “Minussa on mahdollisuuksia” baby bodysuits were sent to children born on the same day.
The day brought more than 32,000 visits to the campaign site and generated over 600 grant applications.
