Green Haven is a story of a group of boys on a journey through a rugged city to a green haven.
Philosophy
People living in cities lead hectic, work-oriented lives. Several studies show that gardening is a relaxing, even a meditative hobby that increases happiness. We took the spiritual and beneficial aspects of gardening to the centre of our communication because wellbeing and happiness were the things the main target group yearned for the most.
Problem
Kekkilä needed to reach a new target group: people living in the cities. The company also wanted to strengthen its expert status among the home gardeners. Finland has 5,5M inhabitants, of which approx. 2M live in the cities. Only 3 generations ago many of us Finns had a deep connection with the land and we grew different kinds of vegetables etc. for our own use. Now people have lost the connection and the value of gardening. The company also wanted to strengthen its expert status among the home gardeners.