How an Experiential Stunt in Finland Challenged Lobbying Norms and Sparked National Debate

Finnish retailer S Group enlisted a creative agency to go up against the pharmacy monopoly

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Lobbying typically gets a bad rap, conjuring images of backdoor deals corrupting politicians with money. But over in Finland, a creative agency challenged these norms with an unusual lobbying campaign using experiential marketing.

Unlike many lobbing efforts that happen behind closed doors, the campaign for Finnish retail giant S Group garnered national media attention and galvanized supporters and critics across the country. It was created by United Imaginations, an agency founded last year by three former TBWA\Helsinki executives. 

The context is this: Finland’s pharmacy market is one of the strictest and monopolized in the European Union.

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