Mystery Trips

Creative idea

Matkahuolto, Finland’s national bus service, had long been trusted—but for Gen Z, it was invisible: reliable, yet forgettable. In a world where every journey is optimized, we turned predictability into the enemy of the brand. With Mystery Trips, the destination stayed hidden until departure, transforming a functional bus ride into an emotional experience driven by anticipation and surprise. This wasn’t a campaign layered on top of the brand; it was a new product that redefined it for a new generation. From routine transport to cultural phenomenon, Matkahuolto became a brand people didn’t just use, but talked about, shared, and actively sought out again.

Brand name: Matkahuolto
Advertiser / client: Matkahuolto
Product / service: Domestic bus travel
Campaign name: Mystery Trips
Agency network: INDEPENDENT AGENCY
Agency: hasan & partners, Helsinki
Media agency: Dentsu Finland
Agency chief executive officer: Riku Vassinen
Chief creative officer: Riku Vassinen
Creative director: Jaakko Utter
Art director: Antti Kaarto
Designer: Johanna Puolakka, Elli Tervo
Account director (agency): Johanna Vuorensola, Ida Nuortie
Additional company: Petri Österlund