YTK
MINUSSA ON MAHDOLLISUUKSIA
There is potential in me
Context
YTK is Finland’s largest unemployment fund.
After updating its strategy, YTK wanted to take a stronger position in the conversation about working life and human potential.
It needed an idea that could shape that conversation for years, build the brand, support member acquisition and connect different campaigns under one shared point of view.
Approach
Unemployment security is usually framed around what can go wrong.
We chose to talk about what could go right.
Minussa on mahdollisuuksia. There is potential in me.
The idea was built around freedom, individuality and possibility.
Everyone has the right to use their skills and shape working life in their own way. It needed to feel like something people could believe about themselves, not something an institution was telling them.
We built a visual world around people’s potential, where real people and hand-drawn illustrations brought their hopes, abilities and possibilities to life.
The platform began with the Minussa on mahdollisuuksia manifesto and expanded into campaigns, stories, content and member acquisition.
I led the visual direction, directed and edited the films and designed the campaign site. The work ran across Facebook, Instagram, Google Display Network, YouTube, radio and YTK’s own channels.
My Role
Art Direction · Concept Design · Visual Design · Directing · Multichannel Production · Video Editing
Concept and brand platform created 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.
