Finland Emojis

Background

The Ministry for Foreign Affairs of Finland wanted to renew ThisIsFINLAND's annual Christmas calendar. The aim was to target a younger, global audience rather than families. The challenge was to come up with an idea that would reach a crowd that was not the Ministry's usual audience. The task was to talk about Finland in an unconventional tone with a tongue-in-cheek approach that would describe both Finnish virtues and Finnish vices.

The idea had to work well in social media and mobile since paid media wasn't an option.