MIELI ry – Sytytä valo 2025

“I’d like to be able to trust in the future.”

In MIELI ry’s 2025 Christmas campaign, a young person asked for something that should be part of growing up: confidence in the future. Tonto Helsinki produced the Sytytä valo films, photography and radio ads.

Toimisto

Kaski Creative Agency

Ohjaus

Agency: Kaski Creative Agency
Cinematography: Arsen Sarkisiants
Photography: Ville Salminen
Editing: Rasmus Wilén
Sound Design and Sound Recording: Jaanis Hållman / VILD
Colour Grading: Sarrah Wilkman / Post Control
VFX: Alexey Sichkar / Post Control
Graphics and Mastering: Mika Onnela and Eero Seppänen / Post Control
Casting: Sanna Stolberg
Styling: Nikke Hellström
Make-up: Noora Varrio
Camera Assistant: Riku Virta
Gaffer: Antero Sälpäkivi
Grip: Juha Niska
Lighting Technicians: Arto Kultalahti and Eero Rissanen
Lighting Technician / Grip: Niclas Westman
Snow Effects: Juri Siljamäki / KFX Finland Oy
Production Coordinator: Kari Pohto
Production Assistant: Atro Hietala

Creative Director: Ari Kivi
Concept and Copy: Petrina Puranen
Concept and Art Direction: Meri Rasila
Agency Producer: Elina Fredén

Beda Anteroinen Juhana Salminen Heini Susanne

Created by Kaski Creative Agency, Sytytä valo addressed its appeal to adults. Too many young people face their worries alone. Donations to the Christmas appeal provided support through conversation and strengthened young people’s mental health skills.

Heini Susanne directed the films and Ville Salminen shot the photographs. Light made the idea tangible: the young person became visible. The same idea carried through film and photography. The films featured pehmoaino’s Maasta taivaaseen.