Salla 2032 is not a campaign.

Is not advertising.

Nor some kind of clever stunt.

It's game-changing creativity.

"One of the coldest places in the world is bidding to host

the Summer Olympics" is more than a punchline.

We mobilized the entire city:

3,408 citizens embraced the idea. They all believed and acted like as they would host the Summer Olympic Games.

They all believed in doing something that mattered.

We have ensured this campaign fitted all requirements to submit a bid. Every official step was carefully studied and has been achieved to get this story the attention

it needs.

2032 will be a turning point in the battle against

climate change. If we don't act now, the damage will

be irreversible. According to the environmental monitoring resource The World Counts, human activity has already emitted over 8.6 billion tonnes of CO2 into the atmosphere and has melted 149.5 billion tonnes of ice as of January, 2021.

Despite these worrying numbers, the climate crisis can often feel like a distant and unsolvable problem for many people.

As we're closer to the North Pole.

We are already feeling the drastic effects of climate change.

The landscape is melting, the temperature is rising,

and the winter is getting shorter.

Salla, Lapland will not be the same as we know today.

The whole city depends on the snowy tourism.

We needed to put our tiny village on the map.

And ensure that people talk about Salla in a good way.

Global Warming, as the name says, is a Global Problem.

We hijacked the biggest global event of the year.

A crazy idea with a serious message.

We launched an unlikely bid: one of the coldest cities in the world as a Candidate City for the 2032 Summer Olympic Games.

The objective of the campaign was to generate awareness

So, we've followed all of the required application steps

of real submission. This included creating a bid film,

a logo, a bid book, a swag store, sports pictograms, a mascot.

Among other materials.

Salla 2032 instantly spread across the globe in a

call to action to raise awareness on how every person and company can help to fight climate change by becoming more sustainable and doing their part. Not just to keep Salla cold, icy, and snowy, but also to stop Climate Emergencies from becoming inevitable all around the planet.

We did everything a real candidate city does.

Starting with the bid film and website.

A merchandise kit was sent to influencers and journalists, asking them to promote the bid. Rapidly, the Salla 2032 Bid gained the headlines.

The first bid film was edited without mentioning the global warming information. After the revelation, we launched the full film.

It was crucial that the House of Lapland and all city of Salla, from the mayor to every citizen was all in supporting the campaign. They lived as they would host the Summer Olympic Games. As soon as the bid was hitting the news and made people talk, we revealed the serious message behind this crazy idea. The support from Friday's for Future was fundamental to give credibility to the campaign and helped us to guide people with daily solutions that everyone could do to help in the fight against Global Warming.

The first content was the bid film:

We created a humorous video of the town's residents getting ready to take part in the 2032 Summer Olympic Games.

The irony went to the website and the social media.

We took every piece of content very seriously.

From the mascot to the mayor going personally to the IOC headquarters in Switzerland to deliver the official bid.

Along with that, on social media, some people started a campaign to "stop this madness".

As soon as the story hit the headlines, a Press Conference was held revealing the real idea behind the bid. All Salla 2032 communication transformed into Save Salla. Save the Planet.

The campaign made the issue more relatable by showing real people in a town facing some of the most extreme consequences. Equally, the information provided on the Save Salla website provides actionable and attainable goals for both people and businesses.

Phenomenal response, including the Former President of Finland, Greta Thunberg, Anitta, and many other celebrities sharing organically. 59 Embassies of Finland around the world sharing the idea. Inspired numerous parodies - Antarctic 2032,

Oymyakon 2036, Siberia 2036, among others.

Enabled us to focus conversation online and capture

the attention of people all around the world.

People from China to Paraguay, from all walks of life, were talking about and sharing this crazy idea with a serious message. Some wanted to buy merchandise. Others wanted a poster.

With zero paid media, the discussion about Global Warming gained the headlines.

The Meltwater tracker revealed that 1237 news have been published in 118 countries.

7,586 billion media impressions.

Earned Media Value: $157MM (US)

879% Increase in Conversation About Global Warming

on Social Media. Reaching over 226 million users.

Salla became the most mentioned city on Twitter,

during three weeks with 1.2MM mentions.