YTK
POTENTIAALI TYHJÄKÄYNNILLÄ?
Potential on standby?
Context
YTK needed a year-end campaign to bring in new members. The campaign had to work fast, but still feel like part of the wider Minussa on mahdollisuuksia brand world.
Approach
We visualised unused potential.
When a person is out of work, their skills, energy and possibilities do not disappear. They are simply left waiting.
So we made that visible through people caught in strange, frozen poses. Their potential was literally on standby.
I designed the visuals and edited the films, carrying the idea across social feeds, display ads and retargeting.
The campaign ran on Facebook, Instagram, YouTube, Google, display and retargeting.
Impact
During the campaign period, website visits grew by 58% compared with the previous year, and member applications grew by 33%.
My Role
Art Direction · Concept Design · Visual Design · Multichannel Production · Video Editing
Concept and campaign created together with my copywriter partner.
