Background

Visit Finland competes against the big boys with bigger budgets. We have to be smart to stand out.

Challenge

Our target group is not interested in sunshine and sandy beaches. They search for new experiences and extremes.  We need a lot of PR to stand out with this global campaign.

Idea

Finland is a country of contrasts and our DNA is like no other.
That is what we want to prove with this action.

Execution

We decided to show these extremes through an idea that shows what we’re made of. We will turn the Finnish DNA into music by a band that combines two extremes in it’s music: Apocalyptica.