Haaga-Helia marketing students’ Creative Agency Krea won the first prize in the Cross Media (XM) International Competition in Brussels in March 2019. The competition challenge was to create a bold and creative guerilla marketing campaign for Amnesty International, the world’s leading human rights organization.
The members of the winning team were Niko Haapalinna, Katariina Juselius, Joakim Kauhanen, Viivi Lehtinen, Siirimari Liias (Project Manager), and Pauli Piippo-Pinho. The student team was coached by Hanna Tattari.
Five student teams took part in the final competition in Brussels. The students came from the following universities: Université Grenoble Alpes, Karel de Grote University College, Windesheim University of Applied Sciences, and Haaga-Helia University of Applied Sciences.
The campaign focus on togetherness appealed to Amnesty
Team Finland’s campaign stood out from the rest and took the first place. The jury appreciated the comprehensive background research and the creativity of the campaign. The campaign focused on hope and togetherness – both of which are Amnesty’s key values and at the core of their communications.
In the campaign brief, Amnesty stated that they were looking for creative ideas that were aggressive, bold, and edgy. However, the overall goal of the campaign was to show Amnesty’s human rights actions in a positive and inspiring light.
- We liked the creative idea, the values and how Team Finland pitched the whole story in such a way that you could really get the feeling of togetherness. The campaign fits Amnesty very well. The hashtag #fight4love was strong and we thought that the landing page the team had designed was even better than the one we have now, summarizes Nieke Nouwen, the Chairman of the Jury from Amnesty International.
Krea students’ branding knowhow got international recognition
The competition was part of Creative Agency Krea’s optional marketing studies. The project enabled the students to refine the skills that they have acquired through their mandatory courses at Krea. “This was a great opportunity to put into practice all the knowhow that we have accumulated when studying at Haaga-Helia”, summarize the winning team members.
- To succeed in building a campaign that stands out internationally, you really need to apply the data-driven methods used by professionals in creative industries. Everyday creativity must be turned into something much more professional. The winning team’s campaign idea was based on thoroughly researched and incisively interpreted customer insight, says Krea coach Hanna Tattari.
Last but not least, the trip to the XM final competition in Brussels was a great opportunity for the Krea students to get to know Amnesty’s decision-makers and to form international networks with other aspiring marketing students from around Europe. “I’m really proud of my team and happy that Creative Agency Krea got international recognition”, Hanna Tattari concludes.
Enjoy the students’ behind-the-scenes story on our Creative Agency Krea blog.
Creative Agency Krea (www.krea.fi) is an inhouse marketing agency run by Haaga-Helia students of marketing and communication, offering marketing, communications, and media planning services to company clients. Krea provides students and companies with a multidisciplinary and international platform for co-creation, research, development, and innovation. Together we develop innovative branding solutions and new methods of continuous learning to meet the challenges and needs of the rapidly changing business world.