The profits of Veikkaus, a national lottery company, is used to support thousands of sport, science and cultural organisations in Finland. The beneficiaries of which receive a total of One Billion Euros annually.

The aim of this campaign was to inform the public of the significance of this work through unique messages relating to the beneficiaries across 1200 locations. A hyperlocal campaign of OOH sites, showing 500 unique messages was executed across 36 cities across Finland.