YTK
uskalla nähdä toisin
Dare to see differently
Context
YTK is Finland’s largest unemployment fund.
Our work together began with a new brand and visual identity »
After that, YTK needed a marketing concept that could work as an always-on engine for member acquisition while also building the brand.
It also needed to give YTK a distinctive voice in the conversation about working life and change.
Approach
Change at work is often framed as a threat.
YTK wanted to talk about security without relying on fear.
Uskalla nähdä toisin. Dare to see differently.
The future was not something to fear. It was something to look at from another angle. New skills. New jobs. New ways to prepare.
We made that future visible through situations that felt strange enough to stop people, but possible enough to make them think.
Intergalactic technicians. Yoga instructors. Grasshopper farmers.
A serious subject became difficult to ignore and easy to enter.
The campaign launched across television, radio, outdoor, digital, social media and SuomiAreena. Films, tactical advertising, landing pages, display and retargeting were tested and refined while the campaign was live.
Impact
During the 2017 campaign, new unemployment fund memberships grew 47% more than the year before.
New association memberships grew 196% more than the previous year.
YTK passed 400,000 members in early 2018.
My Role
Art Direction · Concept Design · Visual Design · Multichannel Production
Concept and campaigns created together with my copywriter partner.
The 2017 launch
The first wave explored three changes in working life.
Age discrimination. A changing food industry. Jobs that did not exist yet, including intergalactic technicians.
The 2018 wave
A year later, the same idea returned through new situations, executions and films.
