Mystery Trips

Creative idea

Matkahuolto, Finland’s national bus service, faced a relevance problem: for Gen Z, it was functional but forgettable. We changed that by turning a bus ride into something worth talking about. Mystery Trips were live activations where travelers bought a ticket without knowing the destination, revealed only at departure. At the station, anticipation built collectively as strangers shared the same unknown. The journey itself became the experience, not just the transport. No screens, no apps: just real-world suspense, community, and surprise. By transforming routine travel into a story people wanted to experience and share, we turned an ordinary bus ride into social currency.

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