Agency: Mirum     /     Client: Finnair     /     Role: Design & Concept

How could we help a Finnish airline challenge the dominating Scandinavian Airlines in Sweden? And at the same time make the brand stand out within a cluttered and generic category? Flying via Helsinki, Finnair can offer Swedes more destinations in Asia than any other Nordic Competitor. This unique benefit became the springboard for the new brand concept for Finnair.

Based on the insights that Swedes are curious people, but our comfort often lies in following the crowd we created a 360° communication concept. The "Vill du komma längre?" -concept is a respectful and humble way of showing interest for Swedes inner curiosity and at the same time offering a way to unleash it.

The first integrated campaign under the new concept "Let's Go Further" was launched in October 2016 on TV, cinema, online and outdoor. The campaign was well recieved and showed a significant lift in brand awareness (best in class in travel category). Link to Dagens Media.