HELSINKI, FINLAND — UNICEF Finland introduced its new campaign “Direworks” ahead of the New Year, aiming to shed light on the contrasting symbolism of fireworks. While fireworks represent celebration and joy in Finland, they are a source of fear and destruction for children living in conflict zones. For refugee children in Finland, the sound and sight of fireworks can also trigger painful memories of war.
The “Direworks” campaign uses the visual similarity between fireworks and missiles to evoke reflection and inspire donations to support children in need. The campaign’s message, “Direworks,” calls attention to the shared humanity and hopes for a better year for all children.
The visuals in the campaign include a powerful photograph by Mahmud Hams (AFP/Lehtikuva), a photojournalist who has documented life in Gaza and the experiences of children in conflict zones. At first glance, the image might seem to depict fireworks, but it actually shows air missiles over Gaza City, highlighting the stark contrast between celebration and crisis.
“Noticing the visual similarity between missiles and fireworks sparked the concept for the campaign. We were lucky to have the rights to this image, which conveys the message so powerfully,” said Samuel Räikkönen, Lead Creative at SEK.
The campaign, made by Finnish brand and marketing agency SEK (part of GREY), was visible in outdoor advertising and on social media leading up to the New Year.
“Our goal is to remind everyone that the hope for the better future belong to every child, no matter where they are. This is an opportunity for Finns to make a tangible impact on the future of children,” said Laura Helaniemi, Marketing Director of UNICEF Finland.
Donations to UNICEF help provide humanitarian aid, education, and psychological support to children worldwide. Every contribution can improve a child’s life.
Credits:
SEK | Part of GREY
Samuel Räikkönen, Lead Creative
Ashur Munge, Senior Creative
Annu Terho, Creative Director
Julia Jämsen, Project Director
UNICEF Finland
Laura Helaniemi, Marketing and Communications Director
Siru Nori, Head of Marketing
