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Case study - World Mental Health Day campaign for Mieli ry
Sleepover 10.10:
a collective pause for mental health.
A World Mental Health Day concept built on the quiet disappearance of simply hanging out, reframing togetherness as something soft, simple, and emotionally necessary, not one more thing to perform.
Role
Concept & brand strategy
Client
Mieli ry
Format
Campaign concept, brand guidelines
Insight
When hanging out became a performance
Close relationships are one of our most important emotional resources, yet spontaneous hanging out has quietly disappeared. Free time turned into performance: networking, productivity, plans. Always somewhere, never just being. It's exactly those ordinary moments with other people that ground us and support our mental health.
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Concept
A sleepover, on purpose
For World Mental Health Day on 10.10, we created Yökyläily, a symbolic return to effortless togetherness. People would either stay over with friends or join open sleepover-style events: pyjamas, movies, shared snacks, and the permission to fully be yourself. No polishing, no performing, just connection.
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Brand goal -
from distant authority to playful companion
Mieli's brand aspiration was to become more playful, relatable, and easier to approach without losing credibility: a presence that feels like a safe friend rather than a distant institution.
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Why a sleepover?
It represents perhaps the purest form of unfiltered togetherness, removing pressure, appearance expectations, and social performance. Not a campaign built on urgency or fear, but an invitation to slow down together.
Slidedeck
Reflection
A strong insight that needed a sharper landing
The insight behind the concept was strong and emotionally relevant, but the final execution remained somewhat flat and didn't fully translate into concrete, scalable impact.
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This project was especially valuable on a personal level through teamwork. I found myself navigating and mediating challenging conflicts within the group. It taught me that creative work is never just about ideas. It's also about communication, empathy, and holding a team together when opinions collide.