CITY OF HELSINKI
a Worklife Worth Living
Hemmo Honkonen / Mirror Monolite Installation Designer
Director: Saara Salama
Script: Jaakko Hovi
DOP: Theofanis Kavvadas
Edit: Mikko Savinaine / Grade One
The City of Helsinki partnered with Slush to promote itself as the ideal home base for entrepreneurs and tech pros. Our job was to help design and implement the city’s entire Slush campaign from scratch.
The idea was to stand out to all the young, career oriented go-getters visiting the event by tapping on Helsinki’s strengths in a way that’s relevant to them. So we decided to talk about work-life balance. Because after all, it just so happens that Helsinki ranks #1 in studies that measure it. The resulting campaign, “Helsinki – Worklife worth living” challenged the status quo in terms of today’s working life values. The target group, foreign reporters, were bombarded with sharp messages and other content that addressed work-life balance all the way from the plane ride along the route from the airport to Slush as well as other locations in the city.
At the event, we built an artful Helsinki branded mirror installation coupled with questions on the surfaces to make people “reflect” on their working life.