glow up your confidenceCAMPAIGN DESIGN, 2025
CHALLENGE
The City of Helsinki wanted to improve the image of its youth services and centers with a summer job recruitment campaign. The goal was to reach 16 – 17-year-olds and their guardians, highlighting the centers as exciting and rewarding places to work over the summer.
INSIGHT
At 16 – 17, teens want to prove they can stand on their own. A summer job gives them money, experience, and most importantly –the confidence they’re looking for.
SOLUTION
The Glow Up Your Confidence campaign highlights how a summer job at a youth center empowers young people — building both confidence and independence.
Through energetic visuals and an authentic, encouraging tone, the campaign connects with both teens and their guardians. By positioning confidence as a key benefit, the City of Helsinki stands out from other summer job recruiters while strengthening the image of its youth services.
In addition to outdoor and social media advertising, we designed exclusive Nuorten Helsinki (Youth Helsinki) merchandise — including t-shirts, caps, and tote bags — as a fun incentive for summer job applicants. This merch fosters a sense of belonging and helps modernize the youth services’ image to better attract young people.
MY ROLE IN THE PROJECT
As the project manager, I led this client assignment for the City of Helsinki from concept to execution as part of a school course. I coordinated a team of four, shaped the creative vision, and ensured smooth collaboration throughout the process. Glow Up Your Confidence showcases my ability to lead a team and develop engaging, youth-focused campaigns.