Finnish Slot Machine Association: Nobody chose this
Finnish Slot Machine Association (RAY) was a government-owned institution, which used it’s all profits to support those groups, who were suffering most. The challenge was to tell this in an effective way, which makes people wake up, think, and care – but don’t show the real suffering in ads. Our successful campaign got advertising awards and the ad Nobody Chooses to be a Homeless was even voted for the best journalistic content in a high-quality magazine Image.
Nowadays RAY is part of Veikkaus Ltd, the government-owned gaming company.
Creative team: Copywriter Katja Änkilä, Art Director Jyri Konttinen Account Director: Olli Freese Client: Hanna Kohi/ RAY
