Finland offers a ‘Masterclass of Happiness’ for Those Ready to Find Their Inner Finn

After receiving 150,000 applications, Visit Finland will host fourteen participants for a four-day in-person Masterclass on Happiness in June.

According to the World Happiness Report 2023, Finland took the top spot as the world’s happiest country for the sixth consecutive year. Since they’ve gotten quite good at the whole happiness thing, it will become the first country ever to have its own masterclass – on happiness.

The new initiative by Visit Finland and SEK will host selected participants for a four-day masterclass this summer in the Finnish Lakeland to discover happiness. The Masterclass of Happiness campaign was planned and executed together with the Helsinki-based brand agency SEK at a time when the demand for happiness and balance was at its peak.

The masterclass covers four key themes: nature and lifestyle, health and balance, design and everyday, and food and wellbeing. Each theme features leading experts from various fields who will coach and help the participants find inner balance and connect with nature and themselves. The masterclass takes place at the Kuru Resort in the Finnish Lakeland, a luxurious resort surrounded by fragrant pine forests and breath-taking views.


“In many ways, the wellbeing of our society is rooted in Finnish lifestyle. Sharing this humane asset through our creative work is something we get to do only on rare and special occasions”, said Executive Creative Director of SEK Suvi Lähde.

Virva Katajala, Head of Marketing at Visit Finland added: “The campaign, launched on March 13, spread like wildfire in both the press and on social media generating traffic to the campaign site executed by Accenture. We believe, Finnish happiness is a skill that can be learned: anyone can connect with nature, learn about a more balanced approach to life, and discover their inner Finn. With this masterclass, we want to give more people the keys to happiness.”


The campaign follows the successful Rent a Finn campaign which Visit Finland says boosted the growth of overnight stays in Finland sixfold.


Advertising Agency: SEK, part of GREY, Helsinki, Finland
Creative Director & Art Director: Kimi Issakainen
Executive Creative Director & Copywriter: Suvi Lähde
Junior Creative & Motion Designer: Unni Leino
Social Media and Influencer Marketing Lead: Enoma Edevbaro
Production Manager: Juho Istolainen
Senior Communications Consultant: Essi Orama
Senior Content Specialist: Tuomas Mäkinen, Anne Laiho
Strategist: Ville Ruokonen
Project Director: Outi Helminen
Account Director: Mira Vierto

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