Masterclass of Happiness. Turning the happiest mindset into a skill anyone could learn.

Client: Visit Finland

Finland is the happiest country on earth – and increasingly hard to reach. When global turmoil closed travel routes from the East, Visit Finland watched €1.2 billion vanish. The world, meanwhile, was getting unhappier: 45% of people say they've forgotten what happiness even feels like. So instead of advertising a destination, we shared a skill, turning the world's happiest mindset into a service anyone could experience.

• 165M€ earned media value
• 11.1bn audience potential across 190 countries
• 150,000 applications for the live Masterclass
• +350% traffic on visitfinland.com
• +35% travel from the US