Nothing beats chilling on the Cannes beach with Lions. Unless seagulls or sadboys ruin the vibe. Unless, of course, they’re from the HKI Seagull Trash Patrol or drop a fire breakup track.
Here are our Cannes Contenders for the 2025:
Seagull Trash Patrol
People don’t really care about littering. So we poked the spot that gets them riled up by spending tax funds on a seemingly insane project: teaching seagulls to pick up trash. We turned the seaside city’s iconic birds into a (really bad, tbh) solution for the littering problem. This got people thinking and talking. Because if a seagull can pick up litter, so can you.
Who is Responsible, if No One Responds?
Naisten Linja’s campaign highlighted the plight of women facing violence and the impact of funding cuts. At a movie premiere, hidden phones and an immersive soundscape recreated the chaos of calls left unanswered. The message “Who is responsible if no one responds?” left the audience in stunned silence, emphasizing the critical work of Naisten Linja. The campaign extended to sound-driven outdoor ads, delivering a powerful plea for support.
Sadboirami
The Helsinki Youth Services membership card was going digital. Not the most exciting news, actually quite boring.
We framed the change as a grand heartbreak story and gave a voice to the one teen mourning the old physical membership card: Sadboirami, a virtual artist. Sadboirami shared his heartbreak across platforms, creating emotional TikTok content and releasing the ultimate breakup song. He then revealed that his overwhelming sorrow was “just” about physical card going digital. Sadboirami took over Helsinki’s streets and social feeds.
HIFK Organ Donor Card
In Finland, over 400 people were waiting for a life-saving organ transplant. When the critical need for new organ donors reached community of HIFK, the Finland´s most popular ice hockey team. HIFK partnered with the Finnish Kidney and Liver Association to turn organ donation into a statement of support: something HIFK fans could rally behind with all their heart.
The goal was to make becoming an organ donor a powerful act of solidarity. And the response was overwhelming: the campaign inspired over 4,000 new donor registrations. At best, that means up to 26,000 lives could be saved thanks to the HIFK community.
This wasn’t just a campaign. It was a movement that showed what true support means, not just in the stands, but in life itself.
Find Something to Do Before Someone Else Does
We showcased the suffering of 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.
See the full case study here.
Homemade, but not made with love
Contrary to common belief, most domestic violence is not physical. That’s why people need to learn to recognize what is considered violence. The phrase “homemade” usually brings to mind things done with love – but domestic violence is also homemade, and the perpetrator is often the closest and dearest person.
Together with the City of Helsinki and the Women’s Line, we created a campaign that authentically highlighted domestic violence through everyday situations. By focusing on the acts rather than the perpetrators, we were able to help victims recognize where the line between love and domestic violence lies.
See you all at the Croisette. If you want to talk more contact us.
