Finnish Flag Now

Creative idea

Finland's blue-and-white cross flag symbolizes clear Baltic Sea waters and white sea ice, as envisioned by national poet Zacharias Topelius in 1863. But today's reality is different: climate change has reduced ice coverage, and eutrophication has turned waters murky green. We redesigned Finland's most sacred national symbol to reflect this truth. The blue cross became sickly green (from satellite imagery of algae blooms), white became dirty grey (melting ice). This print ad wasn't just advertising—it was a provocation. By challenging what Finns hold most dear, we forced an uncomfortable conversation about Baltic Sea degradation that no one could ignore.

Brand name: Baltic Sea Action Group
Advertiser / client: Baltic Sea Action Group
Product / service: Baltic Sea Action Group
Campaign name: Finnish Flag Now
Agency network: INDEPENDENT AGENCY
Agency: hasan & partners, Helsinki
Production company: Magia Labs
Web address: https://www.bsag.fi/en/news/green-flag-raised-on-topelius-day/
Agency chief executive officer: Riku Vassinen
Chief creative officer: Riku Vassinen
Executive creative director: Ossi Honkanen
Creative director: Ossi Honkanen
Art director: Antti Kaarto
Copywriter: Jaakko Utter
Designer: Elli Tervo, Johanna Puolakka
Illustrator: Magia Labs, Stobe Harju
Additional company: Zacharias Topelius