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Case study - Hospitality & Tourism Education Recruitment
It's MaRaF***ing time
A recruitment campaign for Finland's MaRa sector, matkailu- ja ravintola-ala, or hospitality and tourism, built to make young people look at the industry again, without the tired stereotypes.
Role
Consept/copy, visual
Audience
Students (15-16yo), Finland
Format
Campaign identity, slogans, social
Insight
Curious, but held back by the stereotypes
Young people are genuinely curious about hospitality work, but outdated assumptions about the field keep them from ever applying. Instead of selling the industry as polished and perfect, we decided to challenge those assumptions head-on.
Concept
MaRaF***ing: a word that stops the scroll
A provocative, playful twist on "mara" that speaks the visual language of youth culture. Every common industry complaint gets flipped into a badge of honour, rush becomes MaRaF***ing flow, the difficult customer becomes a MaRaF***ing customer. It doesn't apologise for the job. It reclaims it.
A provocative, playful twist on "mara" that speaks the visual language of youth culture. Every common industry complaint gets flipped into a badge of honour, rush becomes MaRaF***ing flow, the difficult customer becomes a MaRaF***ing customer. It doesn't apologise for the job. It reclaims it.
Visual identity The brand's existing colour palette gets one addition: a bright, fearless red carried across every logo variation to keep the tone loud and youthful.
Whole slidedeck
(MaraF***ing)
Reflection
Bold enough to spark a real conversation
The client chose the MaRaF***ing concept but its provocative tone also raised real questions. The strategy was sound and the intent was positive, yet the execution walks a line that matters more in youth-focused advertising than almost anywhere else. It was a reminder that powerful communication always carries responsibility: impact has to be balanced with sensitivity, especially with a younger audience.