YHTEISHYVÄ

Role: Creative

Company: SAMY Nordics

Client: SOK

Year: 2025

BACKGROUND

Yhteishyvä is the largest magazine media in Finland, produced by S Group. It includes print magazines, a website, a recipe section, and social media.

In honor of its 120th anniversary,

Yhteishyvä's goal is to show what it means to be the voice of Finland's largest retail group - to spark conversations around key commercial themes and topics that matter to the group's other brands as well.

APPROACH

We launched a nationwide campaign, inviting people across Finland to gather around the Yhteishyvä table for conversation, connection, and fun. The table is set.

The invitation is open. All you need to do is show up, and enjoy the company and the treats.

This mobile "visiting studio" pops up in various S Group locations - from Prismas to S-Markets and Sokos Hotels - hosted by energetic influencer Tommi Manninen. Visitors include everyone from local customers to influencers and staff

The captured moments and conversations cover seasonal themes and evervday adulting topics with al warm, playful vibe. It's all about encouraging real-life encounters, with Yhteishvvä leading the way - not as a sweet grandma, but a bold big sister.