CREATIVE
MINDFÖLNESS
MINDFÖLNESS
A multichannel campaign for Turku's public transport company, built to turn a subway ride into a moment of calm.
Role: Concept, Visual Identity, Copywriting
Team: 6 people
Collaborators: Föli (client), Hansdotter (advertising agency, mentorship)
A multichannel campaign for Turku's public transport company, built to turn a subway ride into a moment of calm.
Role: Concept, Visual Identity, Copywriting
Team: 6 people
Collaborators: Föli (client), Hansdotter (advertising agency, mentorship)
A multichannel campaign for Turku's public transport company, built to turn a subway ride into a moment of calm.
Role: Concept, Visual Identity, Copywriting
Team: 6 people
Collaborators: Föli (client), Hansdotter (advertising agency, mentorship)
Challenge
Challenge
Föli, Turku's public transport operator, already has a strong brand identity, but a specific problem: how do you get students to actually notice and use Föli's student discounts, when transit is just background noise in their daily routine?
Föli, Turku's public transport operator, already has a strong brand identity, but a specific problem: how do you get students to actually notice and use Föli's student discounts, when transit is just background noise in their daily routine?
Föli, Turku's public transport operator, already has a strong brand identity, but a specific problem: how do you get students to actually notice and use Föli's student discounts, when transit is just background noise in their daily routine?
Insight
Insight
Students are constantly juggling studies, social life, and part-time jobs. Within that balancing act, Föli isn't just a way to get from A to B. It can be one of the few pauses in an otherwise packed day, a moment to stop, breathe, and just be, before the next thing starts.
Students are constantly juggling studies, social life, and part-time jobs. Within that balancing act, Föli isn't just a way to get from A to B. It can be one of the few pauses in an otherwise packed day, a moment to stop, breathe, and just be, before the next thing starts.
Students are constantly juggling studies, social life, and part-time jobs. Within that balancing act, Föli isn't just a way to get from A to B. It can be one of the few pauses in an otherwise packed day, a moment to stop, breathe, and just be, before the next thing starts.
Execution
Execution
We built Mindfölness, a multichannel campaign that reframes Föli's role in students' lives: not merely transportation, but a provider of calm journeys, small windows to slow down and recharge between everything else.
We built Mindfölness, a multichannel campaign that reframes Föli's role in students' lives: not merely transportation, but a provider of calm journeys, small windows to slow down and recharge between everything else.
We built Mindfölness, a multichannel campaign that reframes Föli's role in students' lives: not merely transportation, but a provider of calm journeys, small windows to slow down and recharge between everything else.
To make that connection tangible and give students something to physically hold onto, we designed a set of haalarimerkit(Finnish student overall patches) that tied the whole campaign together, a playful, culturally specific touchpoint that turned a brand message into something collectible.
To make that connection tangible and give students something to physically hold onto, we designed a set of haalarimerkit(Finnish student overall patches) that tied the whole campaign together, a playful, culturally specific touchpoint that turned a brand message into something collectible.
To make that connection tangible and give students something to physically hold onto, we designed a set of haalarimerkit(Finnish student overall patches) that tied the whole campaign together, a playful, culturally specific touchpoint that turned a brand message into something collectible.
Result
Result
Föli ran the campaign, and it was met with excellent feedback. Beyond the outcome, the project was a first real lesson in working with an external client and agency: how to communicate clearly with a client, and how a creative strategy actually gets shaped and tightened through that collaboration.
Föli ran the campaign, and it was met with excellent feedback. Beyond the outcome, the project was a first real lesson in working with an external client and agency: how to communicate clearly with a client, and how a creative strategy actually gets shaped and tightened through that collaboration.
Föli ran the campaign, and it was met with excellent feedback. Beyond the outcome, the project was a first real lesson in working with an external client and agency: how to communicate clearly with a client, and how a creative strategy actually gets shaped and tightened through that collaboration.
