YTK
TULE MEILLE ANSIOTURVAAN
Come to YTK for unemployment security
Context
YTK needed a campaign that would strengthen the brand and bring in new members.
Unemployment security is not something people usually get excited about. The challenge was to make it feel closer, warmer and worth joining now, not someday.
Approach
We made security feel like something you could actually hold on to.
A giant teddy bear turned unemployment security into something warm, physical and close.
Not paperwork or policy language, but something that stays with you when working life changes.
Warm, slightly absurd and hard to miss.
The bear appeared in the street, at the office and in everyday situations. I set the visual direction, directed the shoots and edited the films.
The campaign ran across Facebook, Instagram, YouTube, Google and print.
My Role
Art Direction · Concept Design · Visual Design · Directing · Multichannel Production · Video Editing
Concept and campaign created together with my copywriter partner.
