Finnlines’ Cruises For Those Who Don’t Like Cruises received Sanoma’s Campaign of the Month recognition. The campaign uses humour to speak to people who do not feel at home in traditional cruise culture.
The idea carries into the execution
In the films, a therapist’s clients work through earlier cruise experiences. These are contrasted with Finnlines’ calm cruise experience. Alongside television and online video, the campaign ran on radio, in print, social media and outdoor advertising.
Tonto Helsinki produced the films. Simo Liukka directed and edited them. Helinä Willing created the concept, Jussi Turhala developed the campaign idea and radio scripts, and Finnlines’ marketing team handled the remaining creative work. Hotspot produced the radio ads.
Source
Sanoma: Finnlines’ campaign and Campaign of the Month recognition, 16 October 2025