Masterclass of Happiness. Turning the happiest mindset into a skill anyone could learn.
Client: Visit Finland
Transformative idea
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.
Impact
- 165M€earned media value
- 11.1bnaudience potential across 190 countries
- 150,000applications for the live Masterclass
- +350%traffic on visitfinland.com
- +35%travel from the US
- ShortlistedHealth & Wellness Lions
- FinalistIntegrated, Omnichannel PR Campaign
- FinalistEvents & Experiential
- WinnerTravel & Tourism, EMEA
- Honorary MentionEarned Media with Influencers + Communities, EMEA
- FinalistBest in Behavioral Science, North America
- WinnerBest Campaign
- WinnerThe Most Effective Campaign
- Honorary MentionBest Social Media Campaign
- SilverStrategy