YTK
FEAR IS NOT ALWAYS VISIBLE
Fearless about the future
Context
YTK is Finland’s largest unemployment fund.
YTK wanted more students to become members.
The audience was approaching graduation, job hunting and a future filled with competition and uncertainty.
Approach
Instead of guessing what worried them, we asked.
Their answers shaped the campaign.
The message became #TulevaisuudenPeloton. Fearless about the future.
Not because the future is never frightening.
Because fear becomes easier to face when you understand it and prepare for it.
We built the campaign around students’ own fears and recruited students to become its faces.
Fear is not always visible.
So we put those fears on their skin.
I designed UV-reactive patterns that remained hidden until the light revealed them. A body-paint artist brought them to life, and we filmed the moment the fears appeared.
The campaign was designed for mobile and shot vertically. It expanded into student films, a campaign site, paid social, retargeting and content about facing uncertainty. Some executions built the idea. Others drove membership sign-ups.
My Role
Art Direction · Concept Design · Visual Design · Directing · Multichannel Production · Video Editing
Concept and campaign created together with my copywriter partner.
