As we all continue to work remotely, the temptation to move to more appealing climates and countries is only accentuated. If you can do your job from anywhere, the argument goes, why wouldn’t you choose somewhere with a bit more daylight, at least in the summer months?

Business Finland worked with Citizen Relations to devise a campaign that would serve to champion the country as a technological hub, and a better place to live. The campaign demonstrated the areas in which Finland excels, from technology to health and the circular economy.

As the 2021 news cycle continues to shock, the need for a new start has never felt more prescient. And the wealth of media coverage around the campaign certainly underlined a collective desire to do things differently.

A piece in the Guardian was timed to appear on Christmas Day, a coveted holiday period when many people were simply struggling to digest the year that had just been and, simultaneously, trying to imagine what the year ahead could bring, or what they wanted from it.

Joonas Halla, Head of Talent Boost at Business Finland, explained: “We are seeing a growing trend of high flyers who want to relocate to start a new life in Finland, recognised as a technology superpower. These are people who love nature, and are interested in innovations and solutions to solve big world problems.”

The campaign was designed to showcase the opportunities available to people in Finland, that perhaps they might not be able to find in their own countries. With over 5,000 applications to the scheme in a month, it’s clear the desire is there. As the global desire for talent only gets more competitive, Business Finland’s campaign is a creative way of appealing to people around the world who are desperate to do things differently this year.