Cruises for those who don’t like cruises.
Not everyone wants karaoke, a nightclub or parties until the early hours on a cruise. The appeal of Finnlines’ new ships lay in good food, the spa and the calm of the Archipelago Sea. The campaign spoke to people who thought cruising was not for them.
Concept: Helinä Willing
Campaign Idea: Jussi Turhala
Script: Topi Leikas
Cinematographer: Max Smeds
Editor: Simo Liukka
Sound Design: El Camino / Akseli Soini
Colour Grading: Post Control / Sarrah Wilkman
Gaffer: Kari Malmio
Make-up Artist: Anu Emilia Uusipulkamo
Wardrobe: Juho Pihlajaoja
Production Designer: Ville Tervonen
Casting: Jaana Salminen
Bad cruise memories became ship-related traumas, taken to a therapist for help. A familiar reluctance grew to comic proportions. Finnlines offered relief: you could head to sea without first having to embrace karaoke or a nightclub.
Tonto Helsinki produced the campaign commercials. Director Simo Liukka developed the scripts and edited the films. The characters’ feelings were taken seriously, while the therapist’s confident misunderstandings turned everyday cruise disappointments into major dramas.
Awards and recognition
Voitto 2025 — Yleisön Parhaat Sekunnit
Audience Award.
Voitto results ↗
Results
Finnlines’ unaided brand awareness increased by 157 per cent. The advertising made 55 per cent of viewers interested in Finnlines cruises.
“We were very pleased with the campaign results. The campaign increased unaided brand awareness by 157%, as many as 70% liked the ads and, best of all, the advertising made 55% of viewers interested in Finnlines’ range of cruises.”
— Mira Alhonen, Marketing Manager, Finnlines Passenger Services
Awards & recognition
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