According to the World Happiness Report, an annual publication of the United Nations Sustainable Development Solutions Network, the happiest countries in the world are the Nordics. Finland takes the first place with the score of 7.632, closely followed by Norway and Denmark. Sweden has also found itself in the top 10, with a score of 7.314. Actually, in the largest Nordic country, you can actually rent a random Swedish citizen to inform you about the country’s culture, nature, and language. And if you think that nature is not taken that seriously there, think again. The entire northern state was listed on the homestay network Airbnb to promote the freedom to roam and the locals’ desire to explore the wonderful treasures that Mother Nature offers to them.
These campaigns serve as proof that even tourism ads can be done right. That, only if you have the right creative agency by your side. So now, it is time for the happiest country in the world to promote itself. As one of the country’s ambassadors, Visit Finland has chosen the right partner in SEK agency—part of Grey family—and together they thought of an ingenious idea to convey the brand (and the country) experience. Should we let you guess how? Well, through the whole nation of Finland.
The country ranks itself as the world’s happiest nations thanks to a special connection that formed between its locals and its natural wonders. Many studies have demonstrated that nature can have a positive impact upon one’s mood, alleviating stress and improving one’s state of mind. But the world is getting busier. And busier. People often find themselves stressed out and without having time to actually be happy. But not if you are in Finland because the country has natural treats in abundance. So, how to educate the rest of the world to be as happy as the Finns? Well, according to Visit Finland, you just “Rent a Finn.”
It is time for the world to learn from the best of the best. In order to be as happy as a Finn, you can now rent your own and learn how to live life to the fullest. Rent a Finn is not only unique and ownable to Finland due to its rational background proved by the UN Happiness Report, but it is also meaningful because it brings more happiness to the world, while bringing people closer to nature.
The campaign is supported by an online portal where visitors can rent the Finn they like (unfortunately, they are all booked for the summer) and learn more about what the locals do to be happy. The project has reached 150 countries so far with paid advertising in only 10 markets. The reach has raised as high as 1,366 billion – 98,5% coming from earned media. The PR value of the campaign reached over €30 million.
But, let’s put the numbers aside and rent our own Finn, they’re cool!
Credits:
Client: Visit Finland
Advert title: Rent a Finn
Creative Agency: SEK | PART OF GREY
PR: Visit Finland & SEK
Media Placement: Dagmar
Film Production: Cocoa Mediaproductions & SEK
Digital production: Creuna Finland
Additional credits: Hintsa Performance