Stockmann x Tubecon

Creative Solutions & Experiences
girl blowing balloons with pink bubblegum at Tubecon Helsinki

“Etsi Eksy Elä – Omana itseäsi olet paras.”

Stockmann, the most iconic department store in Finland, contacted us with a need to create a forerunning event concept as well as event area design for their main partnership with the acclaimed YouTube event in Finland, Tubecon 2018. 

Stockmann’s main goal for the event presence was to reach out to the target audience of 10–19-year-olds – so we kicked off the project from scratch with intense market research.

By exploring the colorful YouTube scene and its demographic’s digital consuming behavior, we crystallized the brand collaboration strategy as well as the concept’s key messages. With compelling copywriting and playful graphic design, we communicated the empowering messages across the event area and marketing materials.

Based on the established trends and the predicted winds of the future, the concept story and visual identity live and breathe the fun celebration of self-empowerment, do it yourself attitude, individuality and gender neutrality.

By combining the fun visuality with spatial design, we created an event area that ties together all the brands without feeling incoherent.

To boost our client’s social media presence, we created a versatile set of marketing assets from illustrated animations to meet & greet props.

Together with the client, we developed a safe, coherent and communal spatial concept where everyone is welcomed as they are.

As a result, Stockmann attracted the attention of their target group with our topical event concept. Besides being fully packed during the two-day event, the area earned a bunch of media visibility from social media to national news.