Mielinauha 2026

Making the Invisible Visible

We created a pro bono spring campaign for Mielinauha, highlighting an often overlooked reality: while spring is typically associated with light and renewal, for many it can also be one of the most difficult times of the year. The campaign aimed to raise awareness around mental health challenges during this period and lower the threshold for seeking help—while also launching this year’s Mielinauha.

We were responsible for the concept execution and production of the campaign’s key assets across multiple channels. The scope included TV commercials, online video content, DOOH, and still imagery—forming a cohesive and recognizable visual identity throughout the campaign.

The campaign was developed in collaboration with Kaski Agency, who led the creative direction. As the face of the campaign, Käärijä shared his personal story, bringing authenticity and emotional depth to the message. His involvement made the campaign highly relatable and impactful.