BEST YOUNG CREATIVE OF 2022-2023
BY ART DIRECTORS CLUB OF EUROPE
CITY OF LAHTI
2021
"THE GREEN CITY JERSEYS"
MY ROLE
Creative concept design
Creative content strategy
BACKGROUND
European Green Capital is a prestigious title, but unlikely to impress if environmental issues aren’t close to your heart. Lahti, Finland, the 2021 Green Capital, wants to engage its citizens as broadly as possible and get new audiences talking about the environment.
PROBLEM
The toughest audience to reach turned out to be men under 35. Both awareness and positive sentiment towards the European Green Capital title were low among the group.
How can we reach them?
SOLUTION
To engage the target group, Lahti partnered with the city’s Elite League ice hockey team. We designed new jerseys, whose player numbers communicated environmental facts
For Example:
Jasper Patrikainen, #70 -> #70%
(70% of emissions cut since 1990
)
Ryan Lasch, #19 ->#2019
(Coal-free city since 2019
)
RESULTS
827 million reach
369 earned media mentions
7,651,272€ earned media value
+47% increase in positive sentiment towards the European Green Capital year among men aged 25-35
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