Entered by Ministry for Foreign Affairs, Finland

On the eve of Finland’s independence centenary in December 2017, the goal was to create a moment of togetherness - a low-threshold way for Finns to join in and tell the narrative of Finland. Most of the thousands of ‘Finland 100’ events were local, but the team also wanted to create something that would work simultaneously & globally. One of the biggest background factors was the desire to talk about about everyday life, instead of all things glossy, shiny and festive.