Helsinki Central railway station – Views of the National Landscape

When Eero Järnefelt’s iconic national landscape left behind an empty frame at Helsinki Central railway station, Fabrik turned it into an opportunity for social dialogue. The “Perspectives on the National Landscape” campaign inspired thousands of people to share their thoughts on what it means to be Finnish today and generated nationwide visibility without a large media budget.

An empty frame became a window into the contemporary image of Finnishness

In 1911, Eero Järnefelt painted his iconic work *Landscape from Koli*, which presents a romanticized view of the Finnish national landscape. In 2024, as Independence Day approached, this valuable classic of Finnish art was removed from Helsinki Central railway station for conservation. All that remained of the work was an empty frame—both symbolically and literally. On that same Independence Day, Finland once again saw alarming signs of polarization and intolerance. The Lucia controversy and the Nazi march raised the question of what it means to be Finnish today. The Finns’ need for communal experiences and moments of unity was greater than it had been in a long time.

“Views of the National Landscape” Campaign

In response tothe observed need for public discussion, we launched the participatory “Perspectives on the National Landscape” campaign. Its purpose was to provide people with a platform to reflect on and share their views on how the national landscape and Finnish identity appear to them today. Through the campaign, we wanted to create a space where people from different backgrounds, with different experiences and ways of thinking, could come together—and where a wide range of perspectives could coexist within the same framework.

Over Independence Day weekend, we organized a large photo collection campaign at Helsinki Central Station and online. The campaign was launched in collaboration with artist Hassan Maikal, whose bold and innovative interpretation of the national landscape challenged traditional perceptions and inspired Finns from all walks of life to participate.

During the campaign, more than a thousand people shared their views on what it means to be Finnish today and on the national landscape. More than 150 well-known figures from the fields of politics, culture, and media also participated—including Ajak Majok, Pekka Haavisto, Jasper Pääkkönen, Peter Franzén, Shawn Huff, Atte Kilpinen, Jani Toivola, Pehmoaino, Esko Valtaoja, Ina Mikkola, Olli Rehn, Anders Adlercreutz, and Kike Elomaa.

The collected images were projected in a spectacular display both at Helsinki Central Station and online throughout the week following Independence Day. This created a visually striking and content-rich phenomenon that gained widespread visibility and encouraged people to engage in an open discussion about the meaning of Finnishness.

Campaign Results: Nationwide visibility without a large media budget

The “Perspectives on the National Landscape” campaign achieved significant national visibility. Among other things, the campaign was featured on the main news programs of Yle and MTV, Yle’s “Aamu-tv,” several radio programs, and major newspapers such as Helsingin Sanomat, Ilta-Sanomat, and Iltalehti, as well as local newspapers across the country.

During Independence Day weekend alone, campaign content was viewed and listened to online and on the radio more than 20,000 times. All of this was achieved almost entirely organically, without a significant media budget.

Our success was based on clear principles:

A socially significant topic
We highlighted a topic that genuinely resonated with and touched every Finn at this very moment.

Genuine participation and the opportunity to make a difference
We offered people an easy and concrete way to express their views on an important topic.

Organic visibility and sparking conversation
When a campaign puts people in the spotlight, it generates organic visibility and genuine conversation.

Thanks to these principles, our campaign not only generated results but also sparked a genuinely meaningful public discussion about what it means to be Finnish.