GLOW UP YOUR CONFIDENCE
Campaign concept — School project for Helsinki Youth Services Glow up your confidence is a recruitment campaign concept for Helsinki’s youth centers, known as Nutat. It shows young people finishing comprehensive school, and their guardians, that a summer job at a youth center is an exciting, meaningful first step toward adult life. The look is youthful, summery and urban, with a literal glow on the skin of the people in the visuals as a symbol of growing confidence. Summer job at Nupa = confidence.
Campaign concept — School project for Helsinki Youth Services Glow up your confidence is a recruitment campaign concept for Helsinki’s youth centers, known as Nutat. It shows young people finishing comprehensive school, and their guardians, that a summer job at a youth center is an exciting, meaningful first step toward adult life. The look is youthful, summery and urban, with a literal glow on the skin of the people in the visuals as a symbol of growing confidence. Summer job at Nupa = confidence.
Campaign concept — School project for Helsinki Youth Services Glow up your confidence is a recruitment campaign concept for Helsinki’s youth centers, known as Nutat. It shows young people finishing comprehensive school, and their guardians, that a summer job at a youth center is an exciting, meaningful first step toward adult life. The look is youthful, summery and urban, with a literal glow on the skin of the people in the visuals as a symbol of growing confidence. Summer job at Nupa = confidence.
GLOW UP YOUR CONFIDENCE
FOR CITY OF HELSINKI
STRATEGY
CHALLENGE & INSIGHT
Helsinki Youth Services wants to improve the image of its youth centers and get under-18s interested in working there. The campaign has to speak to two audiences at once: young people who are choosing their first summer job, and the guardians who help them decide. Young people crave confidence and independence. A summer job lets them earn their own money, gain valuable work experience and take a concrete step toward adulthood. Working builds confidence, so the job itself becomes the message.
STRATEGY
The campaign talks to young people directly, in an encouraging and authentic voice, and shows that work experience can be a chance to shine and grow. The glow runs through everything as a recurring visual element, used boldly in short social videos and more subtly in a YouTube ad. The core of the campaign is short, energetic video content for TikTok and Instagram, where young people already spend their time. Fast cuts, summery visuals and a rhythmic style show Nupa as bold, confident and trendy. The material would be filmed in places that matter to young people, such as basketball courts, skate parks and the youth centers themselves, so it stays authentic. EXCLUSIVE MERCH To make the position even more desirable, every young person accepted into a Nupa summer job would receive a limited edition merch set, available only to the summer team. It includes tees with bold, typography-focused prints, caps and tote bags. The merch turns getting the job into something to be proud of, and wearing it around the city spreads the campaign through the young people themselves.
The campaign talks to young people directly, in an encouraging and authentic voice, and shows that work experience can be a chance to shine and grow. The glow runs through everything as a recurring visual element, used boldly in short social videos and more subtly in a YouTube ad. The core of the campaign is short, energetic video content for TikTok and Instagram, where young people already spend their time. Fast cuts, summery visuals and a rhythmic style show Nupa as bold, confident and trendy. The material would be filmed in places that matter to young people, such as basketball courts, skate parks and the youth centers themselves, so it stays authentic. EXCLUSIVE MERCH To make the position even more desirable, every young person accepted into a Nupa summer job would receive a limited edition merch set, available only to the summer team. It includes tees with bold, typography-focused prints, caps and tote bags. The merch turns getting the job into something to be proud of, and wearing it around the city spreads the campaign through the young people themselves.
Helsinki Youth Services wants to improve the image of its youth centers and get under-18s interested in working there. The campaign has to speak to two audiences at once: young people who are choosing their first summer job, and the guardians who help them decide. Young people crave confidence and independence. A summer job lets them earn their own money, gain valuable work experience and take a concrete step toward adulthood. Working builds confidence, so the job itself becomes the message.
CHALLENGE & INSIGHT
BESIDES BEING PART OF THE CREATIVE CONCEPT TEAM I WAS IN CHARGE OF — CREATING THE VISUALIZATION PICTURES TO SUPPORT THE CAMPAIGN — THE IDEA AND DESIGN OF THE MERCH
BESIDES BEING PART OF THE CREATIVE CONCEPT TEAM I WAS IN CHARGE OF — CREATING THE VISUALIZATION PICTURES TO SUPPORT THE CAMPAIGN — THE IDEA AND DESIGN OF THE MERCH
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