TitleThe Equal Kit
Campaign The Equal Kit
Advertiser National League of Finland/Football Association of Finland/Nike
Brand National League of Finland/Football Association of Finland/Nike

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PostedDecember 2022
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study

About TBWA\ Helsinki

TBWA\Helsinki is the only truly international and most award-winning agency in Finland.
Our mission is to locate and involve brands into modern culture. We work closely with our clients to create growth platforms for brands through data-driven insights, disruptive brand behaviour and creative use of tech & media. TBWA\Helsinki employs 160 marcom professionals and is part of the leading global TBWA advertising agency network.
For three consecutive years our clients have voted TBWA\Helsinki as the agency of the year in Finland and Eurobest Awards have named us as the Country Agency of the Year. In 2021 TBWA agency network was recognized as the global agency of the year and the company has been a part of Fast Company’s list of World’s Most Innovative Companies for the past three years. 

Latest News

Pawsidential Pets: PrimaCat Launches Special Edition Cat Food for Finland's First Felines


Cat food brand PrimaCat launches a special edition of ‘presidential cat food’. New First Pets Milo and Nala will be able to get their own special edition cat food from their neighborhood store K-Supermarket Munkki in Helsinki, Finland. The campaign was designed and executed by TBWA\Helsinki.

When Finland’s 13th president takes office on March 1st, new First Pets - cats Milo and Nala - end a long reign of dogs in the Finnish presidential office. To mark the occasion, cat food brand PrimaCat launches a special edition of Presidential Edition cat food. The stylish packaging takes inspiration from the Finnish coat-of-arms with the traditional lion being replaced with a house cat.

“Pet lovers around the country have followed the daily pet life of the outgoing president with great interest. Now we want to honor the new loveable cat duo in our own way”, says Katja Kurki, Brand Manager of PrimaCat.

Kurki reminds that moving is never easy for cats: “Cats are very territorial and when the presidential family moves, it also affects their cats. Because we believe that nutritious food is the foundation of a good everyday life, we want to make this transition easier for the new First Pets and make them comfortable in their new territory.”

PrimaCat’s special edition boxes of Presidential Edition cat food contain twelve packets of PrimaCat’s food beloved by cats. They contain - echoing the famous ‘three points’ theme of the future president - plenty of meat, never wheat, and no added sugar.

The campaign was designed and brought to life by TBWA\Helsinki. “Creativity very often is combining two common things in a surprising way. In this case, we noticed that the future president has two cats – and as any cat person knows, those two are the real rulers of the household, the president being no exception”, says Heidi Taina, Creative Director at TBWA\Helsinki, also reminding of the importance of timing.

“For this kind of idea to be most relevant, everything needs to happen at the speed of culture.” 

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