The City of Helsinki offers a wide range of activities for young people during school holidays: a DJ academy, glitter workshop, mountain biking, you name it. However, there was a lack of awareness about these fun and engaging opportunities. Our aim was to effectively communicate about the activities in a way that resonates with the teens.
That's why we went with a timeless insight: teens want to be in charge of their free time. Whether you're a teen now or were one decades ago, you likely remember saying ‘I'm bored’ and then ending up with chores to do. There’s nothing worse than being told to do yard work when you're supposed to be enjoying your well-deserved break from school.
Find something to do before someone else does.
We showcased the suffering of two teens forced to shovel snow and polish Grandma’s glassware. The pain comes from knowing that they are spending their valuable free time this way. Then we introduced a solution to the pain: the activities the city offers. The campaign targeted teens and their parents in Helsinki through out-of-home advertisements and social media.