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Background
Studies show that Swedish-speaking Finns live longer than native Finnish speakers, and they are healthier and wealthier than them. They are happier than Finnish-speaking Finns.
Insight
Finland is the happiest country in the world, so naturally Swedish-speaking Finns are the happiest Finns in the world.
Execution
The advertisement should be timed to coincide with Finland being reported as the happiest country in the world. It would strengthen pride in Swedish-speaking Finnish identity in the style of HBL. The advertisement would fit well into the new Lite Bättre concept.
For the happiest Finns in the world*
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