MAAILMAN ARVOKKAIN PELIPAITA
FINNISH PARALYMPIC COMMITEE
Background
After a devastating human administrative error, the Finnish Paralympic Committee and its operations were facing an existential risk: all public funding, that makes up 2/3's of their annual budget, had been lost overnight.
To turn things around, a pro-bono fundraising campaign called 'The World's Most Valuable Jersey' was launched to call for public and private donations to young para-athletes in desperate need of funding. In exchange, every donor got their names printed on a virtual version of the jersey to mark their sponsorship of those affected. For young para-athletes, the jersey, that was filling up with thousands of sponsors, started representing their dreams and aspirations within sports, making it the most valuable jersey in the world. A crisis was turned into an opportunity: the publicity and donations exceeded all expectations, while the number of young para-athletes joining the program also doubled in the process.
My role in the project:
❋ Creative Concept
In Finland sponsorship logos on a jersey might be an eyesore, but they also mean that there is money. The Paralympic Committee needed a symbol quickly, to show the country that they didn’t have any money, so I had an overnight idea of a jersey with stripped away sponsor logos.
❋ Creative Lead
Leading all creative and digital work, to make the jersey come alive as a symbol of an organization in dire need of money.
❋ Art Direction
Designing both the physical and digital jersey, art directing photo shoot and all other visual aspects of the campaing.
CSR Act of the year 2023
Accessibility Promotion 2023
Honorable Mention: Finnish Coms Awards
Shortlisted: Effie Finland, European Excellence Awards
AWARDS
CASE IN NUMBERS
1,7M€ Funds raised from private and public donors.
375M Earned media reach
3.5M€ Advertising Value Equivalent of the earned media.
