Helping Finns rediscover their inner strength with the help of AI amid a pandemic

Creative idea

During the ever-changing times of the pandemic, we saw that the tough, persistent Finnish mentality that we call ‘sisu’, was harming Finn's mental health. Ponsse and Neste, global leaders rooted from Finland, saw that Finns needed inspiration, motivation and a more modern mentality to survive. Therefore, we collected everything we could about how people perceive ‘sisu’ and modernised it with the help of AI, showing that the mentality which might have helped our forefathers, might not always work for 21. century problems. We created a voice-generated tool which helps people learn about themselves and understand their inner power – their unique ‘sisu’.

Brand name: Neste, Ponsse
Advertiser / client: Neste, Ponsse
Product / service: Website
Campaign name: Helping Finns rediscover their inner strength with the help of AI amid a pandemic
Agency network: INDEPENDENT AGENCY
Agency: hasan & partners, Helsinki
Additional company: Kasvulabs
Web address: https://www.discoversisu.com/
Executive creative director: Tobias Wacker
Art director: Pauline Marie Korp
Copywriter: Topi Leikas
Designer: Alessia Crupi
Strategic planner / strategist: Olessia Kozlova
Film production: Thomas Poole & Myles Storey
Additional company: Producer: Marc Stevenson Junior planner: Francesca Zilliacus Behaviour Insight Specialist: Erika Reivala Frontend lead: Juho Rautioaho Tech lead: Jesse Korpela Data engineer: Peter Zhang A.I. lead: Elaine Zosa UX and UI support: Stefanos Kavalieratos Production assistant: Ines Vaittinen Production assistant: Fernando Leon